Conversion tracking & measurement
Smart Bidding and reporting optimise toward whatever you measure, so the data has to be right. We set up deduplicated conversions, real values, offline imports and GA4 alignment, built with our data and analytics team, so your Google Ads run on accurate numbers.
Built with our data & analytics team- 1Tag fires on reload, on click and on confirmation
- 2Value sent as "£1,234.50", parses to £0
- 3EEA visitors dropped, no Consent Mode v2
Bidding learns from one number, your report shows the other. We reconcile them to a single trusted figure.
Most plateaued accounts have a measurement problem hiding underneath the bidding. Duplicate conversion actions inflate the totals, leads and sales have no value attached, revenue that closes off-site is invisible, GA4 and Google Ads disagree, and consent gaps quietly delete attribution. Automated bidding then optimises confidently toward the wrong thing. Fixing measurement is usually the highest-return work in an account.
What we set up
- Conversion action audit and deduplication
- Real values and value-based bidding readiness
- Offline conversion import for off-site sales
- GCLID capture and CRM feedback loops
- GA4 and Google Ads linking, Key Events, import
- Enhanced conversions for web and leads
- Consent Mode v2 for EEA compliance
- Microsoft UET parity and server-side / GTM
Closing the measurement loop
For lead generation the conversion that matters happens days later in a CRM, not on the website. We connect the whole journey so bidding optimises for revenue, not form fills.
Capture the click ID
Store the GCLID at the point of enquiry so the later outcome can be tied back to the ad click.
Import the real outcome
Qualified lead, booking or closed revenue imported back to Google Ads as an offline conversion, not just the form fill.
Align GA4 and Google Ads
Linked both ways, auto-tagging on, Key Events marked and imported, so both platforms use the same definition of success.
Protect the data
Consent Mode v2 for EEA compliance plus enhanced conversions to recover what cookies alone now miss.
Go deeper
- Store GCLIDs in a Google Sheet with GTMCapturing click IDs for offline conversion import.
- From UA to GA4: changes you should know aboutWhat changed and what catches teams out.
- Tracking forms without the thank-you pageMeasuring conversions when there is no confirmation page.
- Are micro conversions the most underused advantage in PPC?Feeding bidding when final conversions are sparse.
Common questions
What teams ask about conversion tracking before they hand over an account.
Find out what your account is really measuring
Get a free senior review of your conversion tracking and measurement, duplicate actions, missing values, off-site revenue and consent gaps, and what to fix before more budget goes in, from a Google Premier Partner managing £160M+ in ad spend.
- Where budget produced no profitable return in the last 90 days
- Whether your conversion tracking and values are reliable
- How much of your performance is genuinely incremental vs demand you already had
- Which campaigns are worth more budget and which to cut
“A useful PPC review should make the next decision obvious: what to cut, what to protect, and what is worth more investment.”
Fraser Smith, Chief Strategy Officer, reviews every submissionFree senior PPC review
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