How do I track which pages bring in customers?

The three free tools that cover most of it

Google Analytics 4 tells you how many people arrive, where from, and what they do. On its own it does not tell you which visits became customers — that requires the events below.

Google Search Console tells you which searches showed your site, which produced clicks, and which pages they landed on. It is the only place to see the searches themselves, and it is where you discover which of your pages are indexed at all.

Microsoft Clarity records actual sessions and produces heatmaps, free and without sampling. It is the fastest way to understand why people leave. Ten recordings usually reveal something no amount of analysis would have suggested.

Record the moments that matter

Analytics is only useful once it records the actions that mean something to your business. Fire an event on every form submission, every booking, every click on your phone number, and every click on an email or messaging link.

Mark those as conversions. Once that is done, reports stop showing which pages were popular and start showing which pages produced enquiries — and those are frequently not the same pages at all.

Store the source with the enquiry

The step that is nearly always missed. When somebody submits a form, save the page URL they submitted from, and where they originally arrived from, alongside their message.

Without it you have two disconnected halves: analytics knows traffic patterns, your inbox knows enquiries, and nothing joins them. With it you can say that eleven enquiries last month came from one service page and none from another, which is how you decide what to build next.

Store submissions in your website's database as well as emailing them. Email fails silently more often than people expect, and a database record is also what makes this attribution possible.

Tracking phone calls

For most local businesses phone calls are the majority of enquiries and the least measured. Click-to-call events capture mobile taps, which is a good start and free.

Full call tracking — a separate number that forwards to your real one, so each call is attributed to a source — costs a few tens of dollars a month and is worth it once you are spending on marketing. Until then, click-to-call events plus asking callers how they found you will get you most of the way.