ServicesPaid mediaConversion tracking
Conversion tracking that counts real enquiries.
GA4, call tracking, attribution and offline conversions from your CRM, wired up properly so every enquiry is traced to its source and your ad platforms learn from the right signal.
The problem
If the tracking is wrong, every decision built on it is too.
Most accounts we look at have tracking of some kind. The trouble is what it counts. Button clicks recorded as enquiries, whether the form went through or not. The same enquiry counted twice. Phone calls not counted at all. Each ad platform claiming the same sale.
The result is reporting that looks fine and campaigns optimised towards the wrong thing. Automated bidding is especially sensitive to this: it does exactly what the data tells it, so bad data makes it confidently wrong.
We set tracking up so it counts genuine enquiries once, from every route a customer takes, and so you can follow those enquiries through to revenue.
What's included
From the first click to the sale.
Set up in your own accounts and documented, so anyone who works on them later can see what is counted and why.
GA4 set-up and audit
Events and key events, the name GA4 now uses for conversions, configured for the actions that matter. Internal traffic filtered out, cross-domain tracking where you need it, and GA4 linked to your ad accounts.
Tags and consent
Google Tag Manager for a tidy, auditable set-up, with Consent Mode v2 connected to your cookie banner so tags respect each visitor's choice.
Form tracking
Forms counted when a submission succeeds, not when a button is clicked, so failed and duplicate submissions do not inflate the numbers.
Call tracking
Calls from your ads and clicks on your phone number counted as enquiries. Where phone calls are a large share of your enquiries, we add a call tracking provider so calls can be traced to the campaign behind them.
Attribution
GA4 uses data-driven attribution by default, and each ad platform uses its own model. We explain the differences and compare channels on the same basis, so one platform does not take credit for another's work.
Offline and CRM conversions
Qualified leads and sales from your CRM sent back to Google Ads, Microsoft Ads and Meta, so bidding learns which clicks became paying customers, not just which filled in a form.
How it is measured
Tested, then checked again.
Tracking is not finished when the tags are installed. We test every route an enquiry can take, from each form to each phone number, and confirm it is counted once in GA4 and in each ad platform.
Then we compare the totals with what actually arrived in your inbox or CRM, and keep checking, because site changes, new forms and platform updates break tracking quietly. The numbers feed a live dashboard built the same way as our reporting automation, so the figures you see are figures you can trust.
How it fits
The part everything else depends on.
Tracking is usually the first thing we put right in any paid media work, because every other decision rests on it.
Google & Microsoft Ads
Automated bidding in search campaigns learns from your conversions. Feed it real enquiries and offline sales, and it bids for more of the same.
Paid social
Meta and LinkedIn each count results their own way. Shared tracking lets you compare them with search fairly.
Landing pages
Our PPC landing pages are built with forms and call tracking wired in from the start.
ChatGPT Ads
ChatGPT Ads traffic is connected to GA4 and your CRM the same way, so a new channel is judged on the same numbers.
How it works
Audit, fix, prove.
Audit
We review GA4, your tags, your forms, your phone numbers and your ad accounts, and list what is counted, what is missed and what is counted twice.
Fix & connect
We rebuild what needs it, wire up calls and forms, connect your CRM where you have one and document the set-up.
Test & monitor
We test every route an enquiry can take, compare the totals with your own records, and keep checking as your site and campaigns change.
Further reading
Before you trust the numbers.
- Measuring to the enquiry, not the clickWhy click-based reporting flatters the wrong campaigns, and how to wire tracking so it cannot.
- Stop reporting in a spreadsheetHow live dashboards replace the Monday morning rebuild.
- Why is my website not converting?Paid traffic only pays when the page it lands on does its job. The usual causes, in order.
Questions
Good to know.
Why don't my Google Ads and GA4 numbers match?
They count in different ways. Google Ads records a conversion against the date of the ad click, while GA4 records it on the date it happened. They can use different attribution models and counting rules, and visitors who decline cookies are handled differently. Some difference is normal; a large one usually means something is set up wrong, and that is what we look for.
What are key events in GA4?
Key events are the actions you mark as most important in GA4, such as a successful enquiry form or a call. Google renamed them from conversions in 2024, and kept the word conversion for what Google Ads counts. We set up key events for genuine enquiries rather than page views or button clicks.
Can you track phone calls?
Yes. Calls from your ads and taps on your phone number on mobile can be counted as enquiries. If calls are a large share of your enquiries, a call tracking provider can show different numbers to visitors from different sources, so each call can be traced to the campaign behind it.
What are offline conversions?
They are results that happen after the click, outside your website, such as a lead that becomes a sale in your CRM. Sending them back to Google Ads, Microsoft Ads and Meta lets those platforms learn which clicks turned into paying customers, so bidding favours the searches and audiences that bring real revenue.
Does tracking still work if visitors decline cookies?
Partly. With Consent Mode, Google's tags adjust to each visitor's choice, and Google can model some of the conversions it cannot observe directly. Server-side options such as Meta's Conversions API also help. Some loss is unavoidable, which is one reason we check the totals against your own records.
How much does conversion tracking cost?
Tracking is part of every paid media engagement, and checking it is part of the audit of an existing account, from £750, with management from £1,500 a month. If you need tracking fixed on its own, we quote it after the discovery call, so you have the figure before anything starts.
Not sure your numbers can be trusted?
Book a 30 minute discovery call. We will look at what your tracking counts today and tell you what we would fix first.
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