Conversion tracking, set up properly. No duplicates, no gaps.

Before adding anything, we establish what is already there: which conversion actions are active in Google Ads, which are primary, whether tags are duplicated in site code and in GTM, and whether numbers match across Google Ads, GA4 and the CRM. In most accounts we have audited, the primary actions include things that should never be there: direction clicks, menu views, installs of apps the business does not even have.

The core rule: a primary conversion can only be something the business is willing to pay for. Everything else is a secondary action, visible in reports but not used for bidding. An excerpt from a typical plan for a service business:

Reliable tracking does not read button text or listen for clicks on page elements that break after the first redesign. The site announces the event itself through the data layer, and GTM distributes it to each platform. A purchase event looks roughly like this:

dataLayer.push({
  event: 'purchase',
  ecommerce: {
    transaction_id: 'T-10482',   // protects against double counting
    value: 1250.00,
    currency: 'EUR',
    items: [ /* ... */ ]
  },
  user_data: { /* data for Enhanced Conversions */ }
});

Then comes the part where mistakes are most common: normalising and hashing user data, the same event ID for browser and server, triggers that do not fire on page refresh, and checking every tag in preview mode. That is what we configure and test for your site.

For lead generation the real conversion does not happen on the site; it happens in the CRM, when a lead becomes a customer. The flow we build:

The weak points: the click ID gets lost on redirects and in multi-step forms, the CRM stores phone numbers in the wrong format, and the conversion has to be uploaded within seven days to count in data-driven attribution. For Meta, the same events go through the Conversions API with deduplication.

Every conversion is tested in every system. Then we reconcile the numbers: order counts in Google Ads, GA4 and the CRM will not always match to the unit, but any gap must be explained rather than random. At the end you receive a handoff document that any future specialist can safely work from.