Case study · Marketing & Growth
Financial adviser learns which pages produce its enquiries
A seven-person financial advisory firm in Kronberg got GA4 set up properly with standard events for €1,900 and its first usable monthly report.
A realistic, anonymised scenario showing what this engagement delivers. Not a client engagement.
Results
9 standard events, each tested on phone and laptop
Events set up
0 of about 30 a month
Enquiries recorded before
31 in the first full month, each with its source
Enquiries recorded after
from about 40% to about 65% after the banner rewrite
Consent accept rate
Situation
An independent financial advisory firm in Kronberg im Taunus, seven staff, fee income of about €1.4 million a year, advising private clients on pensions and investments. The firm spent about €1,500 a month on a Google Ads agency and about €800 a month on a freelancer for LinkedIn and the newsletter. It received about 30 enquiries a month and nobody could say which of the two budgets produced them. Google Analytics 4 had been installed by the web designer in 2023 with the default settings. It counted page views and nothing else. The consent banner was so unclear that about 60% of visitors clicked “reject”. The managing partner wanted one page a month that said where the enquiries came from.
Approach
The setup tier at €1,900. In week one we listed what counts as an enquiry: a contact form, a callback request, a tap on the phone number on mobile, a click on the email address, an initial meeting booked through the calendar tool, and a newsletter sign-up as a softer signal. We added scroll depth on the three service pages, the fee sheet download and outbound clicks to the booking tool. Nine events in total. In week two we built them in Google Tag Manager, marked the enquiry events as key events in GA4, linked Google Ads and Search Console, and reworded the consent banner, after review by the firm’s lawyer, so that the choice was clear. We tested every event on a phone and a laptop and logged each one on a single sheet. In week three we built the one-page monthly report: enquiries by source, cost per enquiry for the paid channel, and the three pages that produced the most enquiries. The first report went out on the first working day of the following month.
Result
In this scenario the first full month recorded 31 enquiries, against about 30 the firm had been counting by hand. Nine came from Google Ads at about €165 each, twelve from organic search, six from direct visits (mostly returning clients and referrals typing the address) and four from the newsletter. LinkedIn produced none that month. The page on pension advice for expatriates in the Frankfurt area produced eleven of the 31. The consent accept rate rose from about 40% to about 65% after the banner rewrite. The managing partner cut the LinkedIn budget after the second report, moved €500 a month into a second article for the expatriate audience and kept the Ads budget unchanged.
What it cost
€1,900 as a fixed price, quoted before the work started. That bought the event definition, the tagging in Google Tag Manager, the key events in GA4, the Ads and Search Console links, the consent banner rewrite, the test log and the report template. The standard tier at €3,400 would have added server-side tagging and Consent Mode V2, which matters for a site running larger paid budgets. The work is covered by our 100% money-back guarantee: full refund on request within 14 days of delivery, and for a monthly programme the first month is refundable in full.
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