Conversion Tracking
Conversion Tracking That Matches Real Results
We track the leads, calls and purchases that matter and send the same definition of a conversion to every ad platform and analytics tool.
- Counted once, everywhere
- Deduplicated
- Tested end to end
What's included
- Conversion definitions and values
- Form, call and booking tracking
- Google Ads conversion actions
- Meta Pixel and CAPI events
- GA4 key events
- Offline conversion import planning
Overview
One Definition of a Conversion
Ad platforms optimise toward whatever you tell them is a conversion. If the tag counts page views of a thank-you page, duplicate form submissions or test orders, bidding learns from the wrong signal.
We define each conversion once, attach the right value, and send it to Google Ads, Meta and GA4 from the same data layer event. Then we test the full path from click to recorded conversion.
Signs you need this
- Platforms report more leads than the CRM
- Calls and bookings are not tracked
- Conversions stopped after a site change
- Values are missing or fixed at zero
- Each platform counts differently
What we deliver
Features and Deliverables
Form Tracking
Successful submissions only, including embedded and multi-step forms.
Call Tracking
Click-to-call and call extension conversions, with call tracking tools where needed.
Bookings
Calendly and booking widget completions tracked as conversions.
Conversion Values
Real or modelled values so bidding can prioritise better results.
Deduplication
Transaction and event IDs so a conversion is only counted once.
Offline Conversions
Qualified leads and sales imported back from your CRM.
How It Fits Your Tracking Architecture
A single conversion event from the website is routed to Google Ads, Meta and GA4 with the same ID and value, so each platform learns from the same outcome.
Visitor
Website
Data Layer
GTM
Server
GA4
Google Ads
Meta CAPI
Other Platforms
Process
How We Deliver It
01
Audit
Compare platform conversions with real results.
02
Define
Agree conversions, values and priorities.
03
Implement
Build events and platform conversion actions.
04
Validate
Test submissions and confirm them in each platform.
05
Document
Record every conversion and where it is sent.
Use cases
Where This Makes the Biggest Difference
Lead Generation
Forms and calls with qualified lead import.
Ecommerce
Purchases with revenue and order IDs.
Local Businesses
Calls, directions and bookings.
SaaS
Trials and paid sign-ups with plan values.
Why do Google Ads and GA4 show different conversion numbers?
They use different attribution models, conversion windows and reporting dates. A small, explainable difference is normal. A large unexplained gap usually points to a tracking issue.
Can you track phone calls?
Yes. We track click-to-call on mobile and can set up Google Ads call conversions or integrate a call tracking provider for calls from the website.
What is an offline conversion?
A result that happens outside the website, such as a qualified lead or a closed sale in your CRM. Importing it back lets ad platforms optimise for the leads that actually become customers.
Should every form be a primary conversion?
Not always. We usually make the most valuable actions primary for bidding and keep others as secondary so they are reported but do not steer bidding.
How do you test conversions?
We submit real test actions, check the data layer and tags in GTM Preview, confirm the network requests and verify the conversion appears in each platform.
Related services
Works Well With
We set up a server-side Tag Manager container on your own subdomain.
Not Sure Where Your Tracking Stands?
Start with a free tracking audit. We review your current setup and tell you what to fix first.