Google and Meta ads · Conversion tracking
Conversion tracking: GA4, Google Tag Manager and Meta Pixel set up properly
You pay for ads, but how do you know they work? I set up tracking so you can see which ads brought a phone call, a form or a purchase, and don't have to rely on a hunch.
Do any of these sound familiar?
- The ad has clicks, and you don't know whether any of them ended in an enquiry.
- Facebook shows a different number of enquiries than Google, and both differ from your phone.
- Someone once installed Analytics, but nobody checked what it counts.
- After a website change, some statistics suddenly disappeared or doubled.
- You don't know which channel, Google or Facebook, brings you more customers.
Without good tracking, ads work somewhat blindly. The ad systems also learn from what you show them.
What it is
What conversion tracking is
Conversion tracking means setting up your website so that every important action by a visitor is recorded: a click on a phone number, a form submission, a purchase, a message. Together with a record of which ad that person came from. That way you know which ads bring enquiries, not only visits to your website.
I use three tools for it. GA4 is a free Google tool that counts what people do on a website. Google Tag Manager is a panel through which I attach tracking tools without rewriting your website. Meta Pixel is code that tells Facebook and Instagram what the visitor did.
Correct tracking is not only a report for you. Google and Facebook learn from this data who to show your ads to. If they get only clicks, they look for people who like clicking. If they get real enquiries, they look for people who become customers.
What you gain
What you get from correct tracking
You know which ads bring customers
You see enquiries attributed to specific campaigns, not just the number of clicks. It is easy to see where it is worth spending more.
Ads learn from real results
Google and Facebook receive information about enquiries and purchases, so they choose audiences better, and the cost per enquiry has a chance to fall.
Your data is consistent
One number of enquiries, not three different ones in three panels. You know why differences appear and which results to believe.
You have data for bigger decisions
Before you raise the budget, change your website or drop a channel, you have numbers at hand rather than guesses.
Example
What it looks like in practice
Before tracking
After trackingAn illustrative example based on situations I often meet in small businesses.
Step by step
What it looks like from your side
- 1
I check the current state
Your part: access to accountsI go through your website as a customer and check what is tracked today and what is not. You get a short list of gaps.
- 2
We decide what matters
Your part: a conversationTogether we choose what counts as success: a call, a form, a purchase, a message.
- 3
I set up tracking
Your part: nothingI configure GA4, Tag Manager and Meta Pixel, connect them to your ad accounts and test every action from start to finish.
- 4
I show you the results
Your part: a reviewI show you where in the panel you will see the enquiries and where they came from. A few weeks later I check that the numbers add up.
What you get
What you get
- A check of what your website counts today and what is wrong
- A correctly configured GA4 recording the important actions
- Google Tag Manager with tidy tags
- Meta Pixel connected to your ad account
- A test of every tracked action, from click to record
- A short guide on where to read the results
“Tracking is the foundation of advertising. Before you spend a bigger budget, let's make sure the numbers you rely on are true.”
Who conversion tracking is for
- Businesses that pay for ads but don't know which ones bring enquiries
- Owners who have Google Analytics but nobody has checked whether it counts the right things
- Shops where the number of orders in the shop doesn't match the number in the ad reports
- Businesses after a website change, when the old tracking settings stopped working
- Anyone planning a bigger ad budget who first wants reliable numbers
Frequently asked questions
What exactly is a conversion?
It is the moment a visitor does something important for your business: fills in a form, calls, sends a message or buys. Conversion tracking means the system knows when that happened and which ad the person came from.
What are GA4, Google Tag Manager and Meta Pixel?
GA4 is a free Google tool for counting what people do on a website. Google Tag Manager is a panel where tracking tools are attached to your website without rewriting its code. Meta Pixel is a piece of code that tells Facebook and Instagram who did something on your website.
Can I check whether my tracking works properly?
Yes, and that is usually where I start. I go through your website like a customer and look at which events the system recorded. You get a short list: what works, what is missing and what is counted twice. No jargon.
Does tracking need visitors' consent to cookies?
Yes, the website must handle cookie consent properly, and the tracking tools must agree with it. I check this as part of the setup. Your company is responsible for the content of the consents and the privacy policy, so discuss the legal details with your data protection person.
See also
What else brings you customers
Free consultation
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A no-obligation chat: I'll tell you what will really bring you more customers and what it costs. I reply within 24 hours.
