Conversion tracking that counts leads, not clicks
Most ad accounts report clicks and call them results. Our conversion tracking setup records every call, form, chat and booking, ties it to the keyword and ad that produced it, and feeds that back to Google so the bidding improves.
What we track
A lead is a person who got in touch. We set up one conversion for each way that can happen, and nothing else.
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Phone calls
Calls from the ad's call button, your landing page and your website after a click, each logged with its length, so a wrong number does not count like a six-minute quote request.
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Form submissions
Every contact, quote and intake form fires a conversion on a successful submit, not on a page view. Spam that trips the honeypot is excluded.
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Chats
If you run a chat widget, a conversation with a real first message counts. Bot greetings and abandoned windows do not.
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Bookings
Appointments booked through Calendly or your scheduling software get their own conversion, so you can see which campaigns fill the calendar.
How it's wired
Four pieces, built once and checked every month.
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Google Ads conversions
Each lead type gets its own conversion action with the right counting setting: one per click for forms, every call for phones. Primary and secondary actions are set so Smart Bidding only chases the leads you want.
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GA4
Events are built in Google Tag Manager and sent to GA4, which is linked to the ad account. You see the same numbers in both places, with paid and organic leads side by side.
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Call tracking
A tracking number swaps in for visitors who arrived from an ad, so each call is attributed to the keyword that drove it. Every call is recorded.
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Offline conversion import
When you tell us which leads became customers, we import that back into Google Ads against the original click. Bidding then learns from closed sales, not just enquiries.
What changes once it works
Within a few weeks of clean data, Google's bidding moves budget toward the keywords and ads that produce leads and away from the ones that only produce clicks. Cost per lead usually falls on its own.
- The monthly report shows leads and cost per lead, not clicks
- You can hear the calls and read the forms behind every number
- Search terms that spend without converting are visible and get cut
- Once sales are imported, you see cost per customer by campaign
Conversion tracking is included in every management plan on our pricing page, as part of the setup fee. If you run your own ads or work with another agency, we also build it as a standalone project. Every site and phone system is different, so we quote it after a 30-minute call.
Conversion tracking questions
What is conversion tracking setup?
It is the work of connecting the actions that matter on your website, such as calls, forms, chats and bookings, to the ads that caused them. Once in place, Google Ads and GA4 report leads instead of clicks, and bidding optimizes toward them.
Do I need call tracking if I already track forms?
For most service businesses, yes. Calls are often more than half of all leads, and usually the better half. Without call tracking, the account optimizes toward form fills and ignores the phone.
Will the tracking break when my website changes?
It can, which is why we check it monthly on management plans and after any site change you tell us about. On a standalone project we document every tag and trigger, so your developer knows what not to remove.
How long does a conversion tracking setup take?
Most setups are live within two weeks of getting access to the ad account, website and phone system. Offline conversion import is added once you can tell us which leads closed, usually from a shared sheet or your CRM.
Book a call
Thirty minutes. We look at what your account counts as a conversion today, tell you what is missing, and quote the standalone setup if you want it.