How do I track conversions and ROI on my website?

Start by defining conversions that map to money: lead forms, quote requests, phone calls, WhatsApp clicks, bookings, or sales. In GA4 you mark these as key events, so you can see not just visits but how many visitors actually did something valuable.

Then connect each conversion to its source. UTM tags on your ad and email links, GA4's channel reports, and your payment gateway's data (for example Razorpay for purchases) let you attribute leads to SEO, ads, social, or referrals. A call-tracking number captures phone enquiries that website analytics alone would miss.

ROI is (revenue minus cost) divided by cost for each channel — but be realistic about attribution. Buyers often touch several channels before converting, and offline sales can lag, so treat the numbers as a strong guide rather than a perfect ledger. The point is to keep spending on what pays back and cut what doesn't.