Conversion Tracking
Every action you pay for, counted once and attributed to its source.
Conversion tracking is where spend and measurement meet. We define which actions count, implement them consistently across channels, and test each one end to end so the ad platforms optimise against the same reality your reports show.
Tools we work in
- Google Ads
- Google Analytics 4
- Google Tag Manager
- Meta Events Manager
- LinkedIn Campaign Manager
- Microsoft Ads
- Google Ads API
Scope
What this covers
The specific work included when you engage us for this service.
- Conversion definition workshop separating actions worth counting from noise
- Tracking for forms, phone calls, live chat, bookings, downloads and checkout steps
- Google Ads, Meta, LinkedIn and Microsoft Ads conversion configuration
- Enhanced conversions and offline conversion imports where consent permits
- Values assigned to conversions so bidding has something meaningful to optimise
- Cross-domain and cross-subdomain measurement so journeys are not split in half
- Pre-launch verification of every conversion using platform debug tools
What you receive
- 01A conversion map listing each action, its trigger and where it is reported
- 02Verified conversions with a documented test you can re-run after any release
- 03A short list of primary conversions for bidding, kept separate from full reporting
Questions
Conversion Tracking, answered
How many conversions should we track?
Fewer than most businesses do. Ad platforms optimise towards whatever you label a conversion, so marking fifteen actions tells the algorithm nothing about which ones matter. We define two to five primary conversions for bidding, and keep everything else as reporting-only so it informs you without steering spend.
Our CRM shows more leads than Google Ads does. Which is wrong?
Usually neither, they count different things. The platform only records a conversion when the request is received with a usable click identifier, and it does not see leads that arrived by phone, referral or direct visit. Offline conversion imports narrow the gap but rarely close it. Expect a persistent difference and treat a sudden change in it as the signal worth investigating.
Can you track calls and live chat?
Yes, with caveats. A click-to-call button or chat widget open is straightforward. Inbound calls to a tracked number require call tracking, which adds a number and a vendor, and can complicate local listings. We will tell you when the added complexity is not worth the data it produces.
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More in Analytics & Tracking
GA4 Setup & Configuration
Event-driven measurement configured around your business, not defaults.
Google Tag Manager Implementation
One container, documented, so anyone can see what fires where.
Server-Side Tracking
A container on your own infrastructure, between visitor and vendor.
Consent Mode v2 & Privacy Compliance
Tag behaviour driven by what each visitor actually agreed to.
Tell us where the manual work is
A 30-minute call. We map the process, tell you what we would automate or build first, and what it costs. No retainer before you agree the scope.
- No retainer before scope is agreed
- Written plan you can act on alone
- Worldwide delivery, on your hours