CONVERSION TRACKING
Conversion Tracking That Shows What Really Works
If you can’t see which ads bring calls, enquiries and sales, you can’t improve them, and neither can Google. We set up tracking you can trust, so every decision is based on real results.
WHAT IT IS
The Foundation of Every Profitable Campaign
Conversion tracking records the actions that matter to your business, such as phone calls, form submissions, bookings and purchases, and connects them back to the ads, keywords and campaigns that produced them.
It matters twice over. First, it shows you what’s working, so you stop paying for what isn’t. Second, it teaches Google: Smart Bidding and Performance Max learn from your conversion data, so if the data is wrong, the AI optimises for the wrong thing.
We set up tracking with Google Analytics 4, Google Tag Manager and Google Ads, test every conversion action, and make sure it respects your visitors’ privacy choices.
BEST SUITED TO
every business running Google Ads, and especially those who aren’t sure their current numbers are right.
WHAT'S INCLUDED
Tracking Built Properly, From the Start
- Audit of your current tags, conversions and data quality
- Google Tag Manager setup with a clean, documented structure
- Google Analytics 4 setup with your key events
- Google Ads conversion actions for calls, forms, bookings and sales
- Call tracking for calls from your ads and from your website
- Enhanced Conversions for more accurate, privacy-safe measurement
- Consent Mode set up with your cookie banner for UK and EU visitors
- Primary and secondary conversion goals set correctly
- Testing and validation of every conversion before it goes live
- A plain-English summary of what's tracked and where to see it
OUR PROCESS
How We Set Up Your Tracking
Audit
We check what’s tracked today, what’s missing, and what’s being counted twice.
Plan
We agree which actions count as real conversions, and which are just useful signals.
Build
We set up Google Tag Manager, GA4 and Google Ads conversions, with consent built in.
Test
We trigger every conversion ourselves and confirm it’s recorded correctly in each platform.
Monitor
We watch the data after launch and fix any gaps before they affect your campaigns.
COMMON MISTAKES
The Tracking Problems We See Every Week
Counting the wrong things
Page views or button clicks counted as leads make results look better than they are, and mislead Smart Bidding.
Double counting
The same lead recorded twice by different tags inflates your numbers. We remove the duplicates.
Calls not tracked
For many service businesses, most leads are phone calls. If calls aren't tracked, your best campaigns can look like failures.
No consent setup
Without Consent Mode, data from UK and EU visitors can be lost or collected incorrectly. We set it up properly.
Thank-you pages anyone can reach
If a thank-you page is indexed or bookmarked, visits get counted as leads. We track the real action instead.
Set up once, never checked
Website changes break tags. We test after changes and monitor for sudden drops.
BEST FOR
Accurate Tracking for Every Industry
Whether your leads come from calls, forms or bookings, we track the actions that actually grow your business.
WHAT GOOD TRACKING LOOKS LIKE
Every Call, Form and Sale, Counted Separately
194 Conversions · $18.59 per Conversion
75 phone calls + 44 form leads · July 2026
197 Phone Calls · 75 Sales
487.99 total conversions from $2.71K spend · July 2026
Results shown are from iTractIT client accounts. Results vary by market, budget and industry and are not a guarantee of future performance.
Pricing
Included in Our Performance & Tracking Package
Full GA4, Google Tag Manager and Google Ads conversion tracking setup, testing and validation is included in our Performance & Tracking package. Advanced work, such as server-side tracking, CRM integrations and offline conversion imports, is quoted separately.
FAQ
Frequently Asked Questions
I already have Google Analytics. Isn't that enough?
Not quite. GA4 shows what happens on your website, but Google Ads needs its own conversion actions, set up correctly, to optimise your bidding. We make sure both are set up and agree with each other.
Can you track phone calls?
Yes. We can track calls from the call button in your ads, and calls from your website using Google’s forwarding numbers, so you can see which campaigns make your phone ring.
What are Enhanced Conversions?
Enhanced Conversions use information people enter in your forms, such as their email address, in a secure, hashed form to match conversions more accurately. They help recover conversions that cookies alone would miss.
Do I need Consent Mode?
If you have visitors from the UK or the EU, yes. Consent Mode passes your visitors’ cookie choices to Google, so tracking respects them, while still helping Google model the conversions it can’t observe directly.
Do you need access to my website?
Usually, yes. We need access to your website or Google Tag Manager to install tags. We’ll tell you exactly what’s needed before we start.
What if my tracking is already set up?
We’ll audit it first. If it’s accurate, we’ll leave it alone. If not, we’ll show you what’s wrong and fix it.
Free Strategy Call
Find Out What Your Ads Are Really Doing
Book a free 30-minute call. We’ll check your current tracking and tell you honestly whether you can trust the numbers in your Google Ads account.