How it works
A tag or pixel on your site, often managed in Google Tag Manager, fires when a conversion happens, such as reaching a thank-you page or clicking a phone number. The data goes to tools like GA4, Google Ads and Meta.
What to track
Track the actions that matter to the business: sales with their value, qualified form fills, phone calls, bookings and chat leads. Treat smaller actions like newsletter signups as secondary.
Why platforms need it
Ad platforms use conversion data to decide who to show ads to and how much to bid. Without accurate tracking, automated bidding is guessing.
Why Conversion Tracking matters
Without conversion tracking, you can't tell which campaigns make money. Good tracking turns ad spend decisions from guesses into facts.
The calls nobody was counting
A plumbing company judged its ads by form fills, but most customers called. After adding call tracking, it found one campaign drove many calls while looking weak on forms, and stopped cutting its budget.
Common mistakes
Counting the same conversion twice
Duplicate tags or page reloads can inflate numbers. Test each conversion and check for doubles.
Tracking the wrong actions
Page views and button clicks aren't leads. Optimize ads toward real business outcomes.
Never checking it again
Website changes can quietly break tags. Test tracking after every update.
Where we work on this