Measurement
GA4 and Conversion Tracking Setup
If the conversion signal is wrong, every optimisation built on top of it is wrong too. This is where I start with almost every account.
Most accounts I audit are optimising toward something that does not match the business. Conversions counted twice. Form views recorded instead of form submissions. Purchase values passed including tax and shipping while the owner thinks in net revenue. Thank you pages that fire on refresh.
None of it is visible from the dashboard, which is what makes it dangerous. The numbers look fine, the bidding algorithm trusts them, and budget flows steadily toward whatever is easiest to fake.
Fixing this is unglamorous and it is usually the single highest-return thing that can be done to an account.
What is included
Everything below is part of the work, not an upsell.
- GA4 property configuration and data stream setup
- Google Tag Manager container build with documented tags and triggers
- Conversion and e-commerce event tracking, verified end to end
- Conversion import into Google Ads, Meta and other platforms
- Meta Conversions API and server-side tracking where appropriate
- Cross-domain tracking and consent mode where required
- Written documentation you keep
Who this is for
Anyone who cannot confidently say their reported conversions match their actual sales, and any business about to scale ad spend on top of tracking that has never been verified.
Common questions
The quickest test is to compare conversions reported in your ad platform against actual orders or enquiries for the same period. If they do not roughly reconcile, something is wrong. Double counting and missing events are the two most common causes.
A standard setup takes three to five working days. Complex e-commerce or multi-domain configurations take longer, mostly because verification is slow and worth doing properly.
Yes. Tracking is included with any management retainer, because I will not optimise an account on a signal I have not verified.
Start with an audit.
A full review of your account and site before you commit to anything ongoing, delivered in five working days for $150. You keep the findings whether or not we work together.