Conversion Tracking
Smart Bidding and Meta’s algorithm optimize toward whatever you tell them is a conversion. I make sure that signal is accurate, deduplicated and connected to real leads and sales.
Sound familiar?
What’s included
Every conversion action reviewed: what fires, when, how often and whether it is primary or secondary for bidding.
A clean, documented Google Tag Manager container with consistent naming and a data layer for key events.
Calls from ads and the website, form submissions, bookings and chat — each as its own measurable action.
First-party data matching for Google, and Meta Conversions API with deduplication, consent-aware.
Qualified leads and sales imported from your CRM so bidding learns what a good lead looks like.
Tested with Tag Assistant and GTM preview, then reported in Looker Studio so numbers reconcile.
Good fit
See the industries I work with for niche-specific approaches.
Process
We define what a qualified lead is worth to you, then I research search demand, competitors, your service area and your current account to find where money is leaking.
OutcomeLead definition, budget estimate, audit findings
Calls, forms and bookings are tracked as separate, verified conversions before a single dollar is spent. Campaigns are built around intent, location and offer.
OutcomeVerified tracking, campaign structure, ads & landing page plan
Campaigns go live with controlled budgets. I watch search terms, lead quality and call recordings closely and remove waste early, while the platforms gather learning data.
OutcomeLive campaigns, early waste removed, first lead-quality feedback
Budget shifts toward what produces qualified leads and booked jobs. Winning campaigns are scaled carefully; offline conversions teach bidding what a good lead looks like.
OutcomeLower cost per qualified lead, documented changes, monthly review
Proof
Tracking rebuild + Search
Resources
Google Ads says you got 40 conversions last month, but your inbox and phone log show maybe half of that. Or the opposite: leads are coming in and the account shows almost nothing. Either way, Smart Bidding is optimizing toward numbers that do not match reality, and you cannot trust your cost per lead.
Updated
Google Ads is producing leads, and the cost per lead looks fine in the dashboard, but your team says most of them are junk: fake names, wrong numbers, people outside your area, or people asking for a service you don't offer. The account looks healthy on paper while the sales pipeline stays thin.
Updated
FAQ
They use different attribution models, counting rules and conversion windows, and GA4 can be affected by consent and ad blockers. Some difference is normal; large gaps usually point to setup issues worth fixing.
A Google feature that sends hashed first-party data (like an email from a form) to improve conversion matching when cookies are limited. It usually improves measurement accuracy for lead forms.
Not always. For Meta, the Conversions API is strongly recommended. Full server-side GTM is worth it for some sites, but many lead-gen accounts get most of the benefit from a clean client-side setup plus CAPI and offline imports.
On a free strategy call I review your current setup, tell you honestly what I would change, and whether paid ads are the right lever for your business right now.