Conversion tracking
Teach Google and Meta what a real customer is
We set up conversion tracking, enhanced conversions and CRM imports so Google Ads and Meta bid for leads that close and sales that stick.
Ad platforms optimize for whatever you tell them
Smart bidding and Meta's delivery system are very good at one thing: finding more of the conversions you report. If your conversion is "submitted any form," they'll find you form submitters, including spam bots, job seekers and people who'll never answer the phone.
Most accounts have at least one of these problems. Too many actions counted as primary conversions. Duplicate counting from a tag in GTM and another in the site code. No conversion value, so the platform treats a small order the same as a big one. Lost conversions from blocked browser tags.
And for lead-gen businesses, the real outcome happens later. The deal closes in your CRM days or weeks after the click. If that result never makes it back to Google or Meta, the platforms are flying blind on the one thing you care about.
How we fix conversion tracking
We start by deciding which actions should drive bidding and which should only be observed. Then we make sure those primary conversions are counted once, carry a value, and reach the platform even when browser tracking falls short. Where your sales happen offline, we close the loop with CRM data.
Primary vs secondary conversions
Only actions tied to revenue drive bidding. Micro actions stay visible for reporting without steering spend.
Enhanced conversions
Hashed first-party data like email addresses helps Google Ads match conversions that cookies alone would miss.
Meta Conversions API
Server events sent alongside the Pixel, with deduplication, recover conversions lost to browser blocking.
Offline and CRM conversions
Qualified leads and closed deals from your CRM flow back to Google and Meta so bidding learns what sells.
What's included
- Audit of every conversion action in Google Ads and Meta
- Primary and secondary conversion settings cleaned up
- Conversion values for sales and lead stages
- Google Ads enhanced conversions
- Meta Pixel and Conversions API with deduplication
- Click ID capture (gclid, fbclid) on lead forms
- Offline conversion imports from your CRM
- Call tracking conversions where calls matter
How it works
From first call to results
- 01
Map the funnel
We trace every step from ad click to closed sale and decide which stages become conversions on each platform.
- 02
Fix the browser layer
We clean up tags, remove duplicates, add values and turn on enhanced conversions and Conversions API.
- 03
Connect the CRM
We capture click IDs on forms and set up imports so qualified leads and won deals reach the ad platforms.
- 04
Switch bidding over carefully
We run new conversions as secondary first, compare against old data, then promote them once the numbers hold up.
Who this is for
- Lead-gen businesses where most form fills never become customers
- B2B companies with a sales cycle that ends in a CRM
- Ecommerce brands whose ad platform revenue doesn't match the store
- Advertisers using smart bidding without trusting the conversions behind it
Services
More Tracking & Analytics services
GA4 Setup & Audit
GA4 configured or audited so events, key events and revenue match how your business actually makes money.
Learn moreGoogle Tag Manager
Google Tag Manager containers built or cleaned up with a real data layer, clear naming and documentation.
Learn moreConversion Tracking
Google Ads and Meta conversion tracking with enhanced conversions, Conversions API and CRM imports that reflect revenue.
You are hereServer-Side Tagging
Server-side Google Tag Manager on your own subdomain for more reliable conversions and control over shared data.
Learn moreConsent Mode & Privacy
Google Consent Mode and cookie banner setup that honors visitor choices while keeping GA4 and Google Ads measurement intact.
Learn moreMarketing Dashboards
Looker Studio and GA4 dashboards that show spend, leads, sales and cost per result in one view built on checked data.
Learn moreFAQ
Questions we get a lot
What are enhanced conversions?
Enhanced conversions send hashed customer data, like an email address, with a conversion to Google Ads. Google uses it to match the conversion to a signed-in user when cookies alone can't. The data is hashed before it's sent, and you should cover it in your privacy policy.
Do we need the Conversions API if we already have the Meta Pixel?
In most cases, yes. The Pixel runs in the browser and gets blocked or limited fairly often. The Conversions API sends the same events from a server, and Meta deduplicates them using a shared event ID so nothing counts twice.
Which CRMs can send offline conversions?
HubSpot and Salesforce both have native connections to Google Ads, and many other CRMs can export conversion files or connect through integration tools. The key requirement is capturing the click ID or customer details at the form and storing it with the lead.
How long before bidding improves?
Ad platforms need time and volume to learn from new conversion data, so expect a learning period rather than overnight change. Accounts with more conversions adjust faster. We stage the rollout so performance doesn't drop while that happens.
Make your conversions count
Book a conversion tracking review and we'll show you what Google and Meta are really optimizing for.