Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010 in Australia.
Analytics & Tracking
Custom Event & Conversion Tracking
Every Action That Matters, Captured Cleanly.for Australia
Built for Australian owner-led businesses competing in AU search. We plan what your site reports, then track each action that matters: purchases, leads, sign-ups, and the smaller steps before them. Each one carries the details, such as what was bought and how much it was worth, so you can see what drives leads and closed revenue.
Get a Free Tracking Audit arrow_forward↑ 3.8×
Revenue Attribution Clarity
98%+
Event Parameter Completeness
↓ 55%
Unexplained Conversion Drop
95+
Custom Event Implementations
Why Most "Conversion Tracking" Is Incomplete or Brittle in Australia
Common Failures
- Only tracking form submits with no context about which offer or page in Australia
- Purchase events without line items, discounts, or payment method in Australia
- Lead events that fire on every partial form interaction in Australia
- No way to tell a casual enquiry from a lead your sales team wants in Australia
- Events that break the moment the site gets a redesign in Australia
Our Standard
We write down the full list of actions to track first. Each one has a clear business meaning, the details it must carry, and a place in your sales path. Then we build it to survive site changes and still send clean data to your ads, CRM, and analytics in Australia.
Technical Implementation Patterns We Use
dataLayer Design
- Standard + Custom Events: We follow Google ecommerce and lead gen specs exactly, then layer on the custom events that actually matter for your business (pricing viewed, demo booked, account upgraded, etc.) in Australia.
- Parameter Hygiene: Consistent types, no PII in event names or parameters unless hashed and documented, currency and value always present on revenue events in Australia.
- Item Arrays: Full item data for every purchase and add-to-cart so you can analyse by category, product, and margin in Australia.
Defensive & Future-Proof
- Event Versioning: We include event_version or schema_version parameters so you can evolve events without breaking historical analysis in Australia.
- Centralized Tracking Library: When possible we push a small, versioned tracking helper so developers do not copy-paste GTM listeners everywhere in Australia.
- Server-Side Enrichment: User properties and transaction values that are only known server-side are sent via Measurement Protocol or server GTM in Australia.
Our Custom Event & Conversion Tracking Process in Australia
01
Funnel & Action Mapping
Workshop to list every action that indicates intent or revenue, from first anonymous visit to closed deal and upsell in Australia.
02
Event Taxonomy & Schema
Name each event, list the details it carries, and decide how it feeds GA4, your ad platforms, and your CRM stages in Australia.
03
dataLayer & Listener Implementation
Add the code that passes each action to GTM in the right places (or reuse what exists). Build triggers and variables that keep working when the page layout changes in Australia.
04
Parameter & Value Enrichment
Add user properties, item details, campaign context, and any server-side values (margin, LTV tier, contract length) in Australia.
05
Validation Across Stack
GTM debug, GA4 debugView, ad platform test events, CRM payload inspection, and real-user production traffic validation for 7+ days in Australia.
06
Docs & Maintenance
Living event catalog with examples, change process, and alerts when critical events drop below expected volume in Australia.
FAQ
Common questions
Answers for businesses in Australia.
How do you decide which micro-conversions are worth tracking?
We score every action by two axes: how strongly it predicts revenue or pipeline movement, and how cleanly it can be measured without false positives. Only actions that score high on both make the final list in Australia.
Do you fire events on the client only or also server-side?
Both when it adds value. Client for immediate UX signals and page context. Server for anything that must be trusted (actual payment success, subscription started, high-value lead marked by sales). We deduplicate using transaction_id or lead_id in Australia.
What parameters do you always include on lead and purchase events?
lead_id or transaction_id, value (with currency), lead_source or channel context, campaign parameters (or gclid/fbclid), user type or tier if known, and any experiment or variant ID that was active in Australia.
How do you handle form tracking when forms are loaded via JS or in modals?
We listen for submit on the actual form elements and also watch for success states in the UI or dataLayer. We capture which form (by id or data attribute), which step if multi-step, and any visible offer context in Australia.
Can you track events that happen after the user leaves the site (phone calls, offline)?
Yes. Call tracking platforms, CRM webhooks, and offline conversion uploads all feed back into the same event model. We make sure the original click ID or user ID travels with the offline record in Australia.
How do you prevent duplicate events when users refresh or click fast?
We use transaction_id or a generated event_id with deduplication logic in GTM or server-side. For non-transaction events we often use a short client-side debounce or sessionStorage flag in Australia.
What about events that should only fire for certain user segments?
We gate them with user properties or dataLayer flags (logged_in, customer_type, experiment_cohort). The trigger conditions are explicit and documented so they do not accidentally fire for the wrong audience in Australia.
How do you evolve the event schema over time without breaking old data?
We version events (add event_version) and treat new parameters as optional. Old events keep working. BigQuery views can coalesce old and new schemas for consistent reporting in Australia.
Do you track negative or failure events (form error, checkout abandoned)?
Yes. These are often more diagnostic than success events. We track form_error, checkout_step_error, payment_failed with the step and reason when available. They power UX and CRO work in Australia.
How do you make sure value is reported in the correct currency?
We always pass currency explicitly with the value. For multi-currency sites we normalize or keep the original and handle conversion in reporting. We test with real orders in each currency in Australia.
Can you backfill historical events if the site had poor tracking before?
Limited. We can sometimes reconstruct from server logs, CRM records, or ad platform data and upload offline conversions. Purely client-side events from the past are usually lost in Australia.
How do you handle single-page apps and client-side routing?
We listen to router events (or history changes) and fire virtual page_view + the appropriate custom events. We make sure the dataLayer has stable page context even when the URL does not change in Australia.
What level of detail do you put in the items array for non-ecommerce sites?
For lead-gen and SaaS we often model "items" as the offer, plan, or content piece the user engaged with. It lets us analyse performance by product, tier, or content type the same way ecommerce teams analyse SKUs in Australia.
How do you test that events are reaching ad platforms correctly?
We use the official test event tools (Google Ads test events, Meta Events Manager test, Microsoft Advertising UET tag helper), plus we look at real delivery in the platforms after the 24-48h modeling delay in Australia.
How long does solid custom event work usually take?
Core revenue and lead events with parameters: 2-4 weeks. Full funnel with micro-conversions, server enrichment, versioning, and team docs: 5-8 weeks in Australia.
Ready to know exactly which actions turn into revenue in Australia?
Get a free tracking audit. We will map and show you the complete event system your business actually needs in Australia.
Get My Free Tracking Audit arrow_forwardMarketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts in Australia.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix in Australia.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type in Australia.
Search and ads
IncludedSearch and ads aimed at people ready to enquire in Australia.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them in Australia.
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010 in Australia.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action in Australia.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest in Australia.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads in Australia.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data in Australia.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences in Australia.
Certified and experienced
Certified where it matters. Accountable for the outcome in Australia.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010 in Australia.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓