On this page
What conversion tracking covers
A conversion is any action that matters to your business: a form submission, a phone call, a WhatsApp chat, a booking, a purchase, or a deal closed weeks later by your sales team. Conversion tracking connects each of those actions to the ad, keyword or campaign that led to it.
This matters twice over. First for reporting, so you know where money is working. Second, and often more important, for optimisation: automated bidding on Google, Meta and LinkedIn learns from the conversions you report. If page views are counted as leads, the platforms will find you more page viewers.
What we track
- Form submissions, triggered on real success rather than a button click.
- Phone calls, from call assets in ads and from clicks on phone numbers on your site.
- WhatsApp clicks and conversations, including those started from Click-to-WhatsApp ads.
- Purchases with order value and currency.
- Bookings and sign-ups from third-party tools where they can pass data back.
- Offline conversions such as qualified leads, site visits or closed deals recorded in your CRM.
Who needs it
Anyone spending on ads needs basic tracking, but it becomes critical when the valuable action happens away from the website. A real estate agency closes deals after site visits. A clinic books appointments by phone. A B2B manufacturer receives a quote request and closes an order a month later. A coaching institute gets enquiries by WhatsApp and admissions at the counter. In each case, importing the real outcome is what lets campaigns improve.
Primary and secondary conversions
Not every action deserves to steer bidding. A brochure download or WhatsApp click is worth observing, but if it is set as a primary conversion alongside real enquiries, automated bidding may chase the easier action. We choose one or a few primary conversions that represent real value for each campaign, and keep the rest as secondary so they appear in reports without influencing bids. When closed sales can be imported, they can eventually become the most valuable signal of all.
What’s included
- An audit of current conversion actions across Google Ads, Meta and LinkedIn.
- A conversion plan: primary conversions for bidding, secondary ones for observation.
- Implementation through Google Tag Manager, platform tags and server-side events.
- Enhanced conversions for Google Ads and the Conversions API for Meta, where appropriate.
- Offline conversion import from your CRM or a structured sheet, using click identifiers or hashed customer data.
- Values assigned to conversions where they help bidding decisions.
- Testing and documentation of every conversion action.
How we set it up
- List the outcomes that represent value, from first enquiry to closed sale.
- Choose primary conversions for each platform so bidding learns from the right signal.
- Implement and deduplicate browser and server events.
- Capture identifiers such as the Google click ID on forms, so offline outcomes can be matched later.
- Connect the CRM to send qualified leads and sales back on a schedule.
- Test end to end by submitting real test actions and confirming they appear in each platform.
Implementation typically involves Google Tag Manager, GA4, Google Ads conversion actions and enhanced conversions, the Meta Conversions API, and the LinkedIn Insight Tag. Offline imports can run from your CRM or from a small integration we build, since we also develop APIs and automations.
Timeline, cost and limitations
Basic web conversion tracking can be set up quickly. Offline imports and CRM connections take longer, because they depend on how your CRM stores data and how consistently your team updates lead status. Cost depends on the number of platforms, conversion types and integrations.
No tracking is perfect. Consent choices, ad blockers, cross-device journeys and platform attribution models all leave gaps, and different platforms will claim credit differently. Our goal is data that is accurate enough to make good decisions, with the limitations clearly explained.
Common conversion tracking mistakes
- Counting the same lead twice through two tags or two platforms’ imports.
- Setting micro-actions like scroll depth as primary conversions.
- Firing lead events on button clicks even when the form fails.
- Never feeding back which leads became customers.
Frequently asked questions
Why do Google Ads, Meta and GA4 show different conversion numbers?
Each platform uses its own attribution model, time windows and data sources, and each tends to credit itself. We align definitions as far as possible and explain the remaining differences.
Can phone calls be tracked?
Yes. Calls from call assets in Google Ads can be tracked directly, and clicks on phone numbers on your site can be recorded as events.
What are offline conversions?
Outcomes that happen outside the website, such as a qualified lead or a closed sale, uploaded back to the ad platform and matched to the original click or customer.
Do I need a CRM for offline tracking?
A CRM makes it much easier, but a structured sheet with lead status and click identifiers can work as a starting point.
How do you know the tracking is working?
We submit real test actions, such as a form, a call click or a test purchase, and confirm each one appears correctly in Google Ads, GA4, Events Manager and LinkedIn before any budget depends on it.
Talk to us about conversion tracking setup
Every meaningful action tracked end to end, from click to closed sale.