Conversion tracking setup

If your Google Ads account says you got 40 leads last month and your inbox says 12, your tracking is broken. Every decision Google makes with your budget is based on those numbers.

We set up and repair conversion tracking for Google Ads, GA4 and Meta, so the numbers in your ad accounts match what actually happens in your business.

Get your tracking checked

Problems we find most often

These come up again and again when we open a new account. Most can be fixed in a few days.

What we find

What it does to your results

How we fix it

Page views counted as conversions

Google bids for people who only looked at a page, not people who enquired

Track the actual form submit, call or booking instead

The same lead counted twice

Cost per lead looks half what it really is, and bids go up

Remove duplicate tags and set counting to one per click

Calls not tracked at all

Campaigns that drive phone calls look like they aren’t working

Call tracking with forwarding numbers or call conversions from ads

Bookings in a third-party system not linked back

The ads that bring in real customers get no credit

Offline conversion import from your booking system or CRM

No consent mode

Data is lost or collected without the right consent in the UK and EU

Google Consent Mode v2 with a proper cookie banner

What we set up

  • Google Tag Manager, organised so anyone can see what fires and why
  • GA4 with key events for forms, calls, bookings and purchases
  • Google Ads conversions, including enhanced conversions
  • Meta Pixel and the Conversions API
  • Offline conversion import from CRMs and booking systems
  • Call tracking for businesses that close sales on the phone
  • Consent Mode v2 for visitors from the UK and Europe

Tools we work with

Google Tag Manager, GA4, Google Ads, Meta Events Manager, Google Sheets with Apps Script for offline uploads, and call tracking tools such as WhatConverts and CallRail. We also work with booking systems that embed on your site, which are often the trickiest part to track.

We fix tracking before we touch bids. If Google is counting the wrong thing, it will optimise for the wrong thing.

Questions about conversion tracking

Not on its own. GA4 needs key events set up for the actions that matter to you, and Google Ads needs its own conversions or an import from GA4. We check both.

Phone calls can be tracked with call tracking or Google call conversions. WhatsApp clicks can be tracked as an action, and if you record the outcome in a CRM or sheet, we can send it back to Google Ads.

Not noticeably when it’s set up through Tag Manager properly. We also remove old tags that are no longer needed.

Yes, we need access to Google Tag Manager, GA4 and the ad accounts. You stay the owner; we work as a user you can remove at any time.

Not sure your numbers are right?

Tell us which ad platforms you use and what counts as a lead for you. We’ll check what’s being tracked and tell you what’s missing.

Get your tracking checked