GA4 without the jargon
Google Analytics 4 (GA4) replaced Universal Analytics in July 2023. If you are an SME owner in Dakar, you probably have a GA4 account somewhere — but nobody has explained what to look at.
At Kolonell, we train SME owners on GA4 every month. Here is the simple read: 5 numbers that matter, the rest is noise.
Why GA4 is essential for your SME
Without GA4, you steer blind. With GA4, you know:
- How many visitors you get each week
- Where they come from (Google, Facebook, WhatsApp, direct)
- What they do on your site (pages viewed, time spent)
- How many convert into quotes or contacts
- How much each lead costs you
That is the baseline to decide where to invest your marketing budget — Google Ads, Meta Ads, SEO, or referral partners.
The 5 numbers to check every Monday morning
1. Active users (last 7 days)
How many unique people visited your site. Curve rising = overall traffic growing. Flat = your acquisition channels need rework.
Where: Reports > Acquisition > Overview.
2. Top traffic sources
Which channels bring the most visitors:
- Organic Search: SEO (free Google)
- Direct: people typing your URL
- Paid Search: Google Ads
- Social: Facebook, Instagram, LinkedIn
- Referral: other sites sending traffic
Kolonell rule: if "Organic Search" < 30%, your SEO is weak, invest in it.
3. Most viewed pages
Which pages pull the most traffic. Often surprising — your "About" page may beat your "Services" page. Tells you where to put CTAs (quote, WhatsApp).
Where: Reports > Engagement > Pages and screens.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
4. Conversion rate per source
The number that pays. How many visitors become leads:
- Facebook Ads: maybe 0.5%
- Google Ads: maybe 3%
- Organic Search: maybe 5%
- Direct WhatsApp: maybe 15%
Invest where it converts, not where it is trendy.
5. Configured key events
GA4 calls them "Key Events" — these are YOUR conversions. Configure minimum:
- WhatsApp click (floating button)
- Quote form submitted
- Phone call clicked
- 75% scroll (deep interest)
Without this, GA4 tells you nothing useful.
Typical traps for Senegalese SMEs
- Install without setup: GA4 is there, no key event tracked. Result: 0 useful data.
- Watching vanity metrics: page views, time on page — impressions without decisions. Watch conversions.
- Mixing up sessions and users: 1 user can generate 5 sessions. Watch users for real audience.
- Ignoring "Acquisition" report: that is where you learn where to invest your FCFA.
A concrete Dakar example
Kolonell client, accounting firm in Plateau:
- Before: GA4 installed, never checked, no events
- After Kolonell setup: "Quote sent" event configured, weekly report emailed
- Discovery: 71% of leads come from LinkedIn, 12% from Google Ads (while spending 400K FCFA/month on Ads)
- Action: Ads budget reallocated to LinkedIn, +180% leads for same cost
Conclusion: measure to win
GA4 is not a developer tool. It is an owner's dashboard. 15 minutes a week and your marketing decisions become 10x sharper.
Need a pro GA4 setup?
Request a free GA4 audit or message us on WhatsApp +221 77 596 93 33. We configure your key events and train you in 2h.
Mohamed Ba
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.