Conversion Tracking
Count the action the business already believes.
GA4, GTM, form, call and ecommerce events set up so bidding has a real target. Validation is part of the work. Perfect attribution is not a claim we make.
Signal before scale
Bidding is only as honest as the event it is fed.
Forms, calls, purchases and qualified steps have to be named, fired once, and checked against what sales or fulfilment already records. GA4 and GTM are the usual plumbing. Enhanced conversions help when they can. Cross-channel work with Meta Pixel and CAPI is often required so the same visit is not counted as two different truths. Attribution will still be incomplete. The job is a decision-grade signal, not a perfect ledger.
How measurement lies
A green conversion badge is not proof.
- 01Page views or thank-you loads are marked primary and bidding happily scales junk.
- 02The same enquiry fires in Google Ads, GA4 and the CRM as three different events.
- 03Ecommerce items, tax and refunds never reach the conversion value.
- 04Calls are ignored even though that is how the sale happens.
- 05Consent, ad blockers and iOS gaps are treated as a full picture.
- 06Meta and Google both claim the same order with no shared event plan.
How tracking is installed
Agree the action, then prove the fire.
We do not connect bidding to a new event until a real submission or purchase has been watched end to end.
01
Name the commercial events
Sales, ops and marketing agree which form, call, checkout or qualified step is allowed to drive bids.
02
Map the plumbing
GA4, GTM, Google Ads and any server-side or CRM import are given a single event plan.
03
Implement and deduplicate
Tags are built so one human action becomes one conversion, with values where ecommerce needs them.
04
Validate against the real system
Test conversions are compared to CRM rows or orders. Mismatches are fixed before optimisation resumes.
05
Write the limits down
Attribution, consent and cross-channel overlap are documented so reporting stays honest.
What tracking work produces
Named actions, tested tags, known limits.
The output is a conversion set media can bid on and finance can argue with, plus a written list of what the setup cannot see.
01
Conversion taxonomy
Primary and secondary actions agreed with whoever closes the lead or the order, including forms, calls and ecommerce where they apply.
02
GA4 and GTM implementation
Events, parameters and triggers that fire once, with a container a later teammate can read.
03
Google Ads conversion actions
Imported or native actions, values, windows and enhanced conversions configured to match the taxonomy.
04
Validation pass
Tag Assistant, real submissions, purchase tests and a check against CRM or order records.
05
Attribution limits note
A plain list of what consent, browsers and cross-device behaviour will hide, so nobody treats the dashboard as a census.
06
Meta measurement alignment
Event names and priorities lined up with Meta Pixel and CAPI when both channels buy the same journeys.
When tracking is the first programme
Fix the signal before you ask media to learn.
- An account bidding on form fills that never reach the sales inbox.
- An ecommerce store whose purchase value ignores discounts, shipping or refunds.
- A services firm that closes on the phone and has no call conversion.
- A team running Google and Meta with two unrelated event names for the same enquiry.
- An audit that already showed measurement as the reason the numbers cannot be trusted.
What we judge
Tracking should be decision-grade, not theatrical.
Actions the business recognises
Primary conversions match how a lead or order is actually counted.
One fire per action
Duplicate tags stop inflating the account.
Values that survive a finance question
Ecommerce and lead values can be explained, including what is missing.
Known attribution limits
Nobody is sold the idea that every assisted journey will appear.
Related work
Tracking work is shown as method, not as a perfect score.
We share measurement notes when the event plan can be described without exposing client data. The Work index is the public record.
Published case studies will appear here when they are cleared.
Related services
Work that usually sits beside this.
Questions
Buying questions, answered directly.
No. Browsers, consent, ad blockers and cross-device behaviour hide part of the path. We aim for a signal media and finance can make decisions from, and we write down what the setup cannot see.
Next move
Name the conversion before you ask bidding to find it.
Share how you currently count leads or orders, and what finance disputes. We will say whether Google tracking, a Meta measurement pass or an account audit should come first.