Conversion tracking
Conversion tracking that Google Ads, GA4 and your CRM all agree on
If the conversion data is wrong, every bidding decision inherits the error. This is a fixed-price project to make Google Ads, Microsoft, Meta, LinkedIn, GA4 and your CRM agree on what a customer is, keep them agreeing, and do it lawfully for UK visitors with Consent Mode v2.
What is usually broken
Double counting
A form submission counted by the Google Ads tag, again by GA4 import, and again by a thank-you page view. The account believes it converts at three times the real rate.
Counting the wrong thing
Phone clicks, page scrolls and chat opens marked as primary conversions. Smart Bidding optimises towards the cheapest of them.
Consent that switches everything off
A cookie banner installed without Consent Mode, so every visitor who rejects disappears from measurement entirely, and bids are set on a third of the data.
No link to what happened next
The CRM knows which enquiries became customers. The platforms do not, so they keep buying the ones that did not.
What is built
- One conversion definition per outcome the business recognises: enquiry, qualified enquiry, booked call, customer. Primary and secondary set deliberately in each platform.
- Google Tag Manager as the single place tags live, with a naming convention and a change log, so the next person can read it.
- GA4 configured for the business, with key events, a clean channel grouping and Google Ads linking.
- Consent Mode v2 with your banner, so consented visitors are measured fully and the rest are modelled rather than lost. Required for UK and EU traffic.
- Enhanced conversions for Google and Microsoft, Conversions API for Meta, and the LinkedIn Insight Tag with conversions, all deduplicated.
- Offline conversion import from HubSpot, Salesforce or a sheet, so CRM stages flow back to the platforms. This is the piece that changes B2B accounts.
- A reconciliation report showing Google Ads, GA4 and the CRM side by side for the same period, with the remaining differences explained.
How it is priced
Fixed price, quoted after a short look at the current setup, scaled by the number of platforms, outcomes and whether CRM integration is in scope. Typically one to three weeks, with the CRM piece depending on access. Included in management retainers and credited against the first month if a retainer follows. Quoted in pounds, ex VAT. See pricing.
Questions people ask before hiring
How much does conversion tracking setup cost?
A fixed price scaled by platforms and outcomes. A Google Ads and GA4 rebuild for a lead generation site is at the low end; adding Meta and LinkedIn server-side and CRM offline import is at the high end. Quoted after a look at what exists.
Do we need a developer?
Usually not. Tag Manager and the platform integrations cover most of it. Where a data layer change is needed on your site, I write the specification and your developer implements a few lines.
Which consent banner should we use?
Any Google-certified consent management platform works with Consent Mode v2; Cookiebot, CookieYes and Iubenda are common in the UK. If you already have one, it is configured rather than replaced.
Can you fix tracking without taking over the campaigns?
Yes. Tracking is a standalone project and often the first thing an in-house team or another agency asks for. The accounts remain theirs to run.
Related services
Tell me about the account
Spend band, site and what is not working. You get a straight answer on whether I can help, what I would do first and a price range. No proposal deck, no sales follow-up sequence.