Understanding your customers is one of the most valuable ways to grow a rental business. Whether you run a bike rental shop, an event equipment company, or a film gear studio, knowing how people find you, what they rent, and who they are can shape the way you market and manage your store.
That is where Google Analytics 4 (GA4) comes in. GA4 is Google’s latest analytics platform, designed to give you a deeper look into customer behavior. You can track how people interact with your rental website, follow them through the booking process, and see which factors lead to a completed order.
Through the Booqable App Store, connecting your rental store to GA4 is easy. Once installed, GA4 automatically tracks essential events such as page views, add-to-cart actions, and purchases. With these events flowing into your GA4 account, you can gain insights that make a real difference for your business.
Keep reading to find out three simple but powerful insights GA4 offers rental businesses.
1. Know where your customers come from
One of the first questions many rental business owners have is: Where are my customers coming from? GA4 answers this by showing whether bookings originated from paid ads, organic search, social media, or other referral channels.
For example, a surfboard rental shop might discover that Instagram is driving most of their bookings, while a party rental business might see the bulk of customers arriving through Google search. Additionally, a camera rental store might notice that traffic from paid ads converts less often than organic visitors, prompting a change in ad spend.
Events that support this insight include:
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page_view (when someone views a page)
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first_visit (when a new visitor starts their first session)
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session_start (when someone begins a session)
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purchase (when a booking is completed)
These events show both the traffic source and the resulting bookings, allowing you to measure which channels bring in the most valuable customers. With this information, you can adjust your marketing budget to focus more on the channels that deliver the highest number of completed bookings.
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2. See which products are most popular
Another key insight is understanding which rental products are viewed the most and generate the highest revenue. GA4 events like view_item, add_to_cart, and purchase allow you to track this with precision.
For instance, a bike rental shop can see whether electric bikes are outperforming mountain bikes in both bookings and revenue. An event rental company can confirm whether customers are more likely to rent tables or lighting equipment. A film gear rental store might learn that tripods are frequently added to carts but rarely booked, suggesting a pricing or availability issue.
Events that support this insight include:
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view_item (when a customer views a product)
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add_to_cart (when a product is added to the cart)
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remove_from_cart (when a product is removed)
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view_cart (when a customer opens their cart)
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begin_checkout (when checkout starts)
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purchase (when a booking is completed)
Together, these events paint a clear picture of which products drive engagement and revenue in your store. With this information, you can feature your most popular products more prominently, adjust pricing on underperforming items, or bundle products that are often added to carts together.
3. Learn more about your website visitors
GA4 also provides demographic and device data that gives you a clearer picture of your audience. You can see whether visitors are using mobile or desktop, which countries or cities they are browsing from, and how engaged they are with your site.
A bike rental shop in Amsterdam might learn that most of their bookings come from international visitors browsing on mobile devices. A tool rental business might notice that local contractors in their city mostly access the site via desktop. An event rental company may find that mobile users spend more time browsing, but desktop users are more likely to complete bookings.
Events that support this insight include:
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scroll (when a visitor reaches 90% of a page)
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user_engagement (when a visitor spends more than 10 seconds or interacts with a page)
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form_start (when a customer begins filling in a form)
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click (when tracked elements are clicked)
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view_search_results (when a search is performed)
These events, combined with GA4’s device and location reporting, help you understand how customers interact with your rental website and where they are browsing from. With these insights, you can improve the mobile or desktop experience, tailor your website for local or international audiences, and adjust your design to keep visitors engaged.
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In summary
Google Analytics 4 for rental businesses is more than just numbers on a screen. It is a way to understand what drives bookings, which products matter most, and who your customers really are.
With the GA4 integration available directly in the Booqable App Store, you can start collecting valuable insights without technical setup. From bike rentals to event gear, these insights help you optimize your website, refine your marketing, and ultimately grow your rental business.
