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MEASUREMENT Conversion tracking

Conversion tracking.
Optimise on real data.

If the tracking is wrong, every decision after it is wrong. Worse, Google will optimise your budget toward the wrong thing, spending more to win the enquiries that were never really enquiries. We set it up so calls, forms and leads are tracked accurately, de-duplicated and consent-compliant, so you optimise on real data. Want the detail first? Read our guide to Google Ads conversion tracking setup. It sits inside the wider measurement stack we build, and pairs with a clean GA4 setup.

CONV/01

GA4 & Google Tag Manager setupConversions defined once, fired cleanly through GTM

Conversion tracking starts in GA4 and Google Tag Manager. We define what actually counts as a conversion, a form submission, a call, a booking, a quote request, then fire it once through GTM so the event is clean and reliable. No hardcoded tag fighting a plugin, no event firing on the wrong page. Get this layer right and everything downstream, Google Ads included, has solid foundations.

  • Key events defined in GA4
  • Google Tag Manager triggers & tags
  • Form, call & booking events
  • Thank-you page & event-based tracking
  • dataLayer setup where needed
  • Debug & live verification
CONV/03

Calls, forms & leads, de-duplicatedOne source of truth, so nothing is counted twice

Most tracking counts the same lead more than once. A call plugin fires, the form fires, GA4 and Google Ads both claim it, and suddenly one enquiry looks like three. We track calls, forms and leads properly, then de-duplicate them so every conversion has one source of truth. You see the real number, not an inflated one, and Google bids on the real number too.

  • Call tracking setup
  • Form & lead submission tracking
  • De-duplication across sources
  • One source of truth per lead
  • Offline conversion import if needed
  • CRM or spreadsheet reconciliation
1 source

Of truth per lead, so nothing is counted twice

v2

Consent Mode required for UK & EEA traffic since March 2024

EC

Enhanced Conversions recover leads the browser would lose

Real leads

Bidding optimised on actual enquiries, not raw clicks

Asked &
answered

The conversion tracking questions business owners actually ask, answered straight.

Why is my conversion tracking wrong?+
Usually one of three things. The tag is installed twice, so conversions are double-counted. The consent banner blocks the tags, so conversions go missing. Or the wrong action is set as a conversion, so Google optimises toward the wrong thing. We audit all three, fix the setup, and give you numbers you can actually act on.
What are Enhanced Conversions?+
Enhanced Conversions use hashed first-party data, such as an email address someone gives you on a form, to match conversions Google would otherwise miss. The data is hashed in the browser before it is sent, so it is privacy-safe. In practice you recover conversions lost to cookie consent and browser limits, and your bidding gets a stronger signal.
How do you track phone calls?+
For calls from the website, we track clicks on the number and calls generated by Google Ads. For calls that need to be tied to a specific lead or campaign, we use call tracking that swaps the displayed number and records the source. Either way the call becomes a proper conversion, de-duplicated against your forms so one enquiry is not counted twice.
Do duplicate conversions matter?+
Yes, more than most people think. If one enquiry is counted as two or three, your cost per lead looks better than it is and Google bids on inflated numbers. That wastes budget on the wrong campaigns. We de-duplicate so every lead has one source of truth, and the numbers you optimise on are real.
Do I need Consent Mode v2 for accurate data?+
In the UK, in practice, yes. PECR means non-essential tags cannot fire until someone consents, and Google has required Consent Mode v2 for UK and EEA traffic since March 2024. Without it you either break the rules or lose the conversions from everyone who meets your cookie banner. With it wired in, Google can model the gaps and your data stays usable.

Optimise on
real data.

We will tell you what is wrong with your current conversion tracking, free, within 48 hours. No long-term contracts, a reply within one working day.

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