SEM / Paid Search

Conversion Tracking Setup
Accurate Performance Measurement You Can Trust.

Google's automated bidding is only as good as the data it learns from. We set up tracking that counts real leads, deals in progress, and revenue.

We save the click ID from every ad click, pass along customer details safely, and send closed deals from your CRM back to Google and Bing. That gives your ads the numbers they need to work.

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98%

Tracking Accuracy

+45%

Bidding Efficiency

Duplicate Conversions

150+

Tracking Builds

Why Broken Tracking Destroys Paid Search Performance

Common Issues We Fix

Counting the same lead twice, once for the form and once for the thank-you page
Leads saved without the ad click ID from Google or Microsoft
Every lead given a value of 1, or no value at all
Closed deals never sent back to the ad platform
Cookie consent settings set up wrongly, so data is lost where privacy laws apply

Our Philosophy

You cannot improve what you measure wrongly. We count each business action once, give it an accurate value, and feed results back from your CRM. That way Google and Bing aim for qualified leads, not just page visits.

How We Set Up Conversion Tracking - The Details

On-Site & Tag Implementation

Google Tag / GTM: A tidy Google Tag Manager setup that counts forms, calls, and chats, and respects visitors' cookie choices.
Enhanced Conversions: When someone submits a form, their email and phone are scrambled (hashed) and sent along, so the platform can match the lead to the ad more often.
Value Rules: Each lead gets a value based on the form used, the product chosen, or your CRM records.
Cross-Domain Tracking: Tracking follows visitors across your different site sections and booking tools.

Offline Import & Attribution

GCLID / MSCLKID Capture: The click ID is saved on every lead record, in a hidden form field or on the server.
Offline Conversion Import: When a lead becomes qualified or a deal is won, that result is sent to Google and Bing on a regular schedule.
Call Tracking: Phone numbers that change by traffic source, so each call is tied to where it came from.
Deduplication: Unique order or lead IDs and the right conversion settings stop anything being counted twice.

Our Conversion Tracking Process

Tracking Audit

We list every place a conversion happens, every tracking tag, and every CRM field, then find the gaps and duplicates.

Implementation Plan

We decide which actions count as main goals and which are extras, what each is worth, and how often results are sent back.

Tag & GTM Deployment

We install or fix the tracking tags, with cookie consent and customer matching set up.

CRM Field Setup

We save the ad click ID and campaign tags (UTMs) on leads from every source.

End-to-End Testing

Real test clicks through form, call, and chat to platform reporting.

Ongoing Monitoring

Each week we check that the lead counts in your ads, analytics, and CRM agree.

Tracking that matches the CRM, not a thank-you page

Tablet and laptop analytics for offline conversion and value rules

Team reviewing conversion and attribution metrics together — Attribution

Marketing team planning paid search campaign structure on laptops — Goal map

Landing page wireframe sketches next to a smartphone — Form path

FAQ

Common questions

What to know before you get started.

Why does conversion tracking matter for paid search? expand_more

Automated bidding aims at whatever you tell it counts as a lead or sale. Bad data means bad bidding. Accurate tracking is the base for lowering your cost per lead and raising what you get back per ad dollar.

What is enhanced conversions? expand_more

Enhanced conversions send your own customer details, scrambled for privacy, along with each lead or sale. Google and Bing can then match it to an ad even when cookies are limited.

How do offline conversions work? expand_more

We save Google's click ID (the GCLID) when the lead comes in. When the deal qualifies or closes in your CRM, we send the result back to the ad platform with its value and date.

How long does tracking setup take? expand_more

Basic form and page tracking: 1 to 2 weeks. Full CRM offline import: 2 to 4 weeks depending on stack complexity.

Can you fix tracking without rebuilding our site? expand_more

Usually yes. GTM can implement most fixes without developer time. CRM changes may need light dev work.

What is consent mode and do we need it? expand_more

It is a setting that respects visitors' cookie choices, and it is required where privacy laws like GDPR apply. Set up properly, it keeps you compliant while still collecting as much data as you are allowed.

How do you prevent duplicate conversions? expand_more

One primary action per funnel step, transaction IDs, and disabling redundant thank-you page goals.

Do you set up call tracking? expand_more

Yes. Dynamic numbers by source with integration to Google Ads call conversions and CRM logging.

What conversion values should we use? expand_more

Lead values from average deal size times close rate, or dynamic from form selections. Closed-won imports use actual revenue.

How do you test tracking is working? expand_more

Tag Assistant, GA4 debug, test clicks with GCLID verification, and CRM record checks. We document test results.

What if we use HubSpot, Salesforce, or another CRM? expand_more

We integrate with all major CRMs for GCLID capture and offline import. Custom stacks supported via API or Zapier.

Does Bing use the same tracking as Google? expand_more

Separate UET goals but same GCLID/MSCLKID capture logic. Unified CRM attribution across both.

How often should tracking be audited? expand_more

Quarterly minimum. After any site redesign, form change, or CRM migration. We include monitoring in management.

What happens to campaigns during tracking fixes? expand_more

We often switch to manual bidding for a short time during big tracking changes, so Google's automated bidding does not learn from bad data.

How do we get started? expand_more

Request a free tracking audit. We map out your current setup and give you a fix plan with a timeline.

Ready to fix the tracking that is costing you money?

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Marketing 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.

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.

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What $500 a month covers

Pages
Included
Pages built around the searches your buyers actually type.
Search and ads
Included
Search and ads aimed at people ready to inquire.
Tracking
Included
Calls, forms and bookings tagged to the search, ad or page behind them.

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.

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.

Yoana

Social and app development

Shapes social strategy and builds practical app experiences that turn attention into action.

Mike

SEO

Owns technical, local and content SEO so the right buyers find you when demand is highest.

Robert

Paid media

Plans and manages paid search and social campaigns around qualified leads.

Elmer

Analytics

Connects tracking, attribution and reporting so decisions are based on revenue-quality data.

Dino

Design

Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.

Certified and experienced

Certified where it matters. Accountable for the outcome.

Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.

Google AdsCertified

Google AnalyticsCertified

Google Tag ManagerCertified

Operating since 2010Proven experience

Conversion Tracking SetupAccurate Performance Measurement You Can Trust.