Conversion definition and mapping
We work with you to define which actions genuinely represent business value, separate them from the ones that only look good in a report, and map each to the platforms that need to receive it.
← Analytics & TrackingConversion Tracking
Conversion Tracking
Setup & Implementation
A conversion that fires twice, fires on the wrong page, or never fires at all does not look broken. It looks like a number. That number is what your bidding algorithms learn from and what you allocate budget against, so a duplicate makes a mediocre campaign look profitable and a silent failure makes a good one look dead. We define your conversion actions, implement them cleanly across every platform you buy on, and deduplicate what the browser and the server both report.
Get in touchOverview
What this includes
Cross-platform implementation
GA4, Google Ads, Meta, LinkedIn, and any other platform running spend get the same conversion events, defined the same way, so your numbers reconcile instead of contradicting each other.
Deduplication and validation
We set event IDs and deduplication rules so a single purchase is counted once, then test every conversion end to end across your key templates before anything goes live.
Enhanced conversions and value tracking
We pass hashed first-party data and real transaction values wherever the platform supports it, so smart bidding optimizes toward revenue rather than raw conversion counts.
- 01
Discover your needs
We start by understanding what actions actually matter to your business and what your current setup is capturing. Most accounts are tracking a mix of genuine conversions and leftover events nobody has looked at in a year.
- 02
Define your conversion actions
We document every action worth tracking, what it's worth, which platforms need to know about it, and how it should be named so the taxonomy still makes sense to whoever inherits it.
- 03
Build the implementation
We configure the GTM tags, triggers, and data layer pushes required to capture each conversion accurately, including transaction values and the identifiers enhanced conversions depend on.
- 04
Test and deduplicate
We test every conversion in preview mode across your key page templates, confirm event IDs are deduplicating correctly, and check that platform totals reconcile with your source of truth before publishing.
- 05
Validate and hand off
We monitor the first days of live data, confirm each conversion is reporting as expected in every platform, and document the full setup so your team knows what was built and how to extend it.
Find out whether your conversions are telling the truth.
Get a free auditCommon questions
How do I know if my conversion tracking is broken?
The clearest sign is disagreement between systems: your ad platform reports more conversions than your CRM or ecommerce backend recognizes, or two platforms report meaningfully different totals for the same action. Conversions firing on page load rather than on a genuine completion, and counts that jump when nothing else changed, are the other common signals.
Why do my Google Ads and GA4 conversion numbers never match?
Some difference is expected, since the two platforms use different attribution windows and models. Large gaps are not. They usually come from conversions being defined differently in each platform, duplicate tags firing on one but not the other, or missing deduplication so a single event is counted more than once.
What does a conversion tracking implementation include?
A complete setup covers defining which actions to track and what they're worth, configuring the GTM tags and data layer pushes to capture them, wiring the same events into every platform running spend, setting up deduplication and enhanced conversions, and validating everything end to end before handoff.
Can you fix conversion tracking on a site you didn't build?
Yes. Most of the implementations we work on already exist in some form. We audit what's in place, keep what's working, and rebuild the rest, so you're not starting from zero or losing historical continuity where we can avoid it.
How is this different from a GA4 or GTM audit?
An audit tells you what's broken. An implementation fixes it. Many clients start with an audit to establish what's wrong, then move straight into implementation to resolve it — but if you already know your conversion tracking needs rebuilding, we can start here.
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