We start by agreeing what matters. For a lead generation business, the main conversion might be a completed enquiry form, a call longer than a set number of seconds, or a click on a WhatsApp link. For an online store it is a purchase with its value. We also identify smaller actions that help diagnose problems, such as add to cart, begin checkout or click on a phone number, and set them as secondary so they do not distort bidding. Each conversion is given a clear name, a value where it makes sense and a counting method: one per click for leads, every conversion for purchases.
Then we audit the current setup. We look inside Google Ads for existing conversion actions, their status, source and recent counts. We scan your website for tags from Google Ads, Google Analytics and tag manager containers, and check for duplicates or leftovers from old campaigns. We compare reported conversions with real records, such as your inbox, CRM, phone log or order system, to see how far they differ.
Implementation usually runs through Google Tag Manager, which keeps tags organised and easy to change without editing website code. We create the conversion linker and the conversion tags, and set triggers that match real success moments: a thank-you page for forms where that is reliable, a form submission event for forms that do not reload the page, a click on a telephone link, a click on a WhatsApp button, or a purchase event with order value and transaction number from the shop. Transaction numbers prevent double counting. For sites that cannot use a tag manager, we install tags directly. See Google Analytics 4 setup for linking analytics with ads.
Call tracking is handled in more than one way. Calls directly from ads can be recorded by Google Ads call reporting. Calls from the website can be tracked using a click on the phone number or a dynamic number system, and we choose a method that suits your volume and privacy needs. See call tracking integration. Where offline outcomes matter, such as which enquiries become customers, we explain how lead outcomes can be imported later so campaigns can learn from quality, not only quantity. See CRM and lead-source tracking.
Before anything is trusted, we test. We use preview and debugging tools to see tags fire once, at the right time, with the right values. We submit real test forms, place test orders where allowed, and call test numbers. We check status in Google Ads, which can take a day or more to show recorded conversions, and we make sure consent settings behave properly. Finally, we document the setup: what is tracked, how, where tags live and who has access. We compare counts again after a week or two and fix differences. We cannot guarantee that every conversion is counted, but we make sure what is counted is real.
