How Soumyaditya Biswas Built a website tracking infrastructure Before Running Google Ads
Many beginners enter digital marketing with one goal in mind: running Google Ads, increasing website traffic, and generating leads. I initially had a similar perception. Like many aspiring marketers, I believed that creating campaigns was the first major step toward digital growth.
However, during my practical learning journey, I discovered something that fundamentally changed how I view digital marketing.
Before spending even a single rupee on advertising, a website needs a proper tracking infrastructure.
Without tracking, a marketer cannot accurately answer important questions:
- Where are visitors coming from?
- Which pages are performing well?
- What keywords generate traffic?
- How many users are converting?
- Which marketing activities produce results?
This realization completely shifted my perspective.
While building my own website measurement foundation, Soumyaditya Biswas connected Google Search Console, Google Analytics 4, Site Kit, and Google Tag Manager to create a complete website tracking infrastructure before moving toward advanced tracking and Google Ads implementation.
At first, these tools appeared to be separate platforms serving different purposes. But after connecting them together, a much larger picture became visible.
Instead of simply owning a website, I was gradually building a system capable of collecting meaningful data.
The Moment I Realized Why Tracking Comes Before Advertising
Many businesses make the mistake of launching advertising campaigns before understanding what happens on their website.
Imagine spending money on Google Ads without knowing:
- Whether visitors are arriving
- Which pages they visit
- How long they stay
- Whether they submit forms
- Whether they become leads
That situation is similar to driving a car without a dashboard.
The vehicle may be moving, but there is no visibility into speed, direction, fuel consumption, or performance.
A website operates in a very similar way.
Traffic alone does not provide useful insights.
Data creates understanding.
And understanding leads to better decisions.
This is why I began focusing on measurement before marketing.
Step 1: Connecting Google Search Console
The first part of the tracking infrastructure was Google Search Console.
Before using Search Console, I could publish content but had limited visibility into how Google viewed the website.
After connecting Search Console, I gained access to information such as:
- Search Impressions
- Clicks
- Average Positions
- Indexed Pages
- Search Queries
For the first time, I could see how Google was interacting with the website.
Instead of guessing whether content was appearing in search results, there was actual data available.
This transformed SEO from assumptions into measurable information.
Step 2: Implementing Google Analytics 4
The next stage involved connecting Google Analytics 4.
While Search Console focuses primarily on search performance, GA4 focuses on user behavior.
This introduced a completely different perspective.
I could begin understanding:
- How many users visit the website
- Which pages attract attention
- Where traffic originates
- How users move through the site
For someone learning digital marketing, this was an important shift.
The website was no longer just a collection of pages.
It became a measurable digital asset.
Every visitor interaction could potentially become a data point.
Every page could be evaluated based on actual user behavior rather than assumptions.
Step 3: Bringing Everything Together Through Site Kit
As additional tools were connected, managing multiple platforms separately became increasingly difficult.
This is where Site Kit played an important role.
By connecting Search Console and Google Analytics directly with WordPress, important website data became easier to access.
Instead of constantly switching between dashboards, performance insights could be viewed more efficiently.
At this stage, the foundation was beginning to take shape.
The website was no longer operating blindly.
It was gradually becoming a data-driven environment capable of supporting future SEO, analytics, and advertising activities.
Step 4: Setting Up Google Tag Manager
The final major component of the tracking foundation was Google Tag Manager (GTM).
Initially, I viewed GTM as just another Google product.
After implementing it, I realized it serves as the central control system for website tracking.
Instead of adding multiple tracking codes directly into a website, GTM provides a centralized environment where tracking can be managed more efficiently.
The GTM container was successfully created and installed on the website.
This was an important milestone because it prepared the website for future measurement activities such as:
- Event Tracking
- Conversion Tracking
- Google Ads Tracking
- Remarketing
- Advanced Analytics
At this stage, the website was becoming technically ready for more sophisticated marketing activities.
Step 5: Testing GTM Using Preview Mode
One of the most satisfying moments in the implementation process was testing Google Tag Manager through Preview Mode.
The results showed:
- Container Loaded
- DOM Ready
- Window Loaded
For beginners, these messages may appear simple.
However, they indicate something very important.
Google Tag Manager is functioning correctly.
The tracking infrastructure is active.
The website is communicating properly with the tracking environment.
This validation removed uncertainty and confirmed that the implementation had been completed successfully.
What Has Not Been Built Yet?
Although the foundation is now complete, several important layers still remain.
Events
Events help track specific user actions.
Examples include:
- Button Clicks
- Form Submissions
- WhatsApp Clicks
- Phone Calls
- Scroll Tracking
Conversions
Conversions represent meaningful business outcomes.
Examples include:
- Lead Generation
- Contact Form Submission
- Consultation Requests
- Sign-Ups
Google Ads Tracking
Advertising platforms require accurate conversion data.
Future implementation may include:
- Google Ads Conversion Tracking
- Remarketing Tags
- Campaign Performance Tracking
Advanced Measurement
More advanced tracking may eventually include:
- Ecommerce Tracking
- Data Layer Implementation
- Enhanced Conversions
- Attribution Analysis
These layers transform a basic tracking setup into a complete marketing measurement system.
The Bigger Lesson
The biggest lesson from this experience was understanding that successful digital marketing begins with measurement.
Many beginners focus on:
- Campaign Creation
- Ad Design
- Keywords
- Traffic Generation
These are important.
However, without measurement, it becomes difficult to understand whether marketing activities are producing results.
Building a tracking infrastructure first creates a stronger foundation for future growth.
Every click, visit, and conversion can eventually be measured and analyzed.
That data becomes the basis for smarter decisions.
Frequently Asked Questions (FAQ)
What is a website tracking infrastructure?
A website tracking infrastructure is the collection of tools used to measure visitor behavior, website performance, and marketing effectiveness.
Why is Google Search Console important?
Google Search Console helps monitor search visibility, indexing, impressions, clicks, and keyword performance.
What is Google Analytics 4 used for?
GA4 tracks user behavior, traffic sources, sessions, and website engagement.
Why should I use Google Tag Manager?
Google Tag Manager simplifies tracking implementation and helps manage measurement tools from a central location.
What is GTM Preview Mode?
Preview Mode allows users to test whether Google Tag Manager is working correctly before publishing changes.
Should tracking be installed before running Google Ads?
Yes. Proper tracking helps measure campaign performance and conversion effectiveness.
What is the difference between events and conversions?
Events track user actions, while conversions represent important business outcomes.
Can I use GA4 without GTM?
Yes. However, GTM makes tracking management significantly easier and more scalable.
What comes after GA4 and GTM setup?
The next steps typically include event tracking, conversion tracking, Google Ads tracking, and advanced measurement implementation.
Why is website measurement important?
Measurement helps marketers make informed decisions based on real data instead of assumptions.
Conclusion
Building a website tracking infrastructure completely changed my understanding of digital marketing. Before this implementation, tools such as Google Search Console, Google Analytics 4, Site Kit, and Google Tag Manager seemed like separate platforms. After connecting them together, they became part of a single measurement ecosystem.
The most important realization was that advertising should not come before measurement. A website needs visibility into performance before significant marketing investments are made.
Today, the foundation is in place.
Google Search Console provides search data.
Google Analytics 4 measures user behavior.
Site Kit improves integration.
Google Tag Manager creates a scalable tracking environment.
This experience reinforced a valuable lesson: successful digital marketing is not only about generating traffic. It is about understanding what happens after visitors arrive. Strong measurement creates better insights, better decisions, and ultimately better marketing outcomes.