GA4 for Moroccan websites: the only 4 reports that matter

Google Analytics 4 is overwhelming. Hundreds of reports, dozens of metrics, a completely different interface from Universal Analytics. Most Moroccan business owners either ignore it entirely or check "how many visitors today" without understanding what the data means. Here are the only 4 reports you need, and exactly what each one tells you about your business.

Report 1: traffic acquisition, where your visitors come from

Where to find it: Reports → Acquisition → Traffic acquisition

What it tells you: How people find your website: organic search, direct traffic, social media, referrals, or paid ads. For a Moroccan business, the most important insight is the organic search percentage. If less than 40% of your traffic comes from organic search, your SEO needs work.

What to look for: Check which channels drive the most conversions (form submissions, calls, purchases), not just the most visits. A social media post might bring 500 visitors who bounce immediately, while organic search brings 50 visitors who actually contact you. The second is worth more.

Morocco-specific insight: Track "direct" traffic carefully. In Morocco, a significant portion of direct traffic is actually people who saved your WhatsApp link or typed your URL from a business card. This is offline marketing working, even if GA4 calls it "direct."

Report 2: pages and screens, which pages work

Where to find it: Reports → Engagement → Pages and screens

What it tells you: Which pages people visit, how long they stay, and which pages they leave from. Sort by "views" to see your most popular content. Sort by "average engagement time per session" to see which content people actually read.

What to look for: Your contact page should appear in the top 5 most-visited pages. If it doesn't, people aren't finding their way to contact you. Your site navigation or CTAs need fixing. Also check your service pages: if they have high views but low engagement time (under 30 seconds), visitors are landing but not reading. The content isn't connecting.

Report 3: conversions (key events), what visitors actually do

Where to find it: Reports → Engagement → Conversions (or Key events)

What it tells you: How many visitors completed a meaningful action: submitted a contact form, clicked a phone number, started a WhatsApp chat, made a purchase. This is the most important report because it measures business outcomes, not vanity metrics.

Setup required: GA4 doesn't track conversions automatically. You need to set up events for: form submissions (form_submit), phone clicks (click on tel: links), WhatsApp button clicks, purchase completions (for e-commerce). Then mark these events as "key events" in GA4. Without this setup, the report is empty, and most Moroccan websites have never configured it.

Morocco-specific insight: Track WhatsApp clicks as a conversion event. For many Moroccan businesses, WhatsApp is the primary conversion channel, but it is invisible in analytics unless you specifically track it.

Report 4: tech details, how your visitors browse

Where to find it: Reports → Tech → Tech details

What it tells you: Which devices (mobile vs desktop), browsers, and screen sizes your visitors use. For Moroccan websites, this report almost always shows the same thing: 70–80% mobile traffic. If your site is not mobile-optimized, you are failing for the majority of your visitors.

What to look for: Compare bounce rate and conversion rate between mobile and desktop. If mobile visitors bounce at 80% while desktop visitors bounce at 40%, your mobile experience has a specific problem: probably slow loading, difficult navigation, or forms that don't work on phone screens.

What you should NOT waste time on

Real-time report. Unless you are running a live campaign, checking how many people are on your site right now is a vanity exercise. Check weekly, not hourly.

Demographics. GA4 demographic data is increasingly limited due to privacy regulations. The data is often too incomplete to be actionable for Moroccan businesses.

User Explorer. Individual user journeys are interesting but rarely actionable for small and medium businesses. Focus on aggregate patterns instead.

The weekly check: 10 minutes that matter

Every Monday, spend 10 minutes on these four reports. Ask four questions: Where are visitors coming from? What pages are they reading? Are they converting? Are they on mobile? If any answer changes significantly week over week, you have something to investigate. Everything else is noise.

If you need GA4 properly configured for your Moroccan website, with conversion tracking, WhatsApp event tracking, and a custom dashboard, let's set it up correctly.