Analytics and Conversion Tracking

• Form submissions counted twice, or not at all, after a site update
• Phone calls, the main lead source for many service businesses, missing from every report
• Google Ads optimizing toward page views instead of real leads
• Several old tracking codes and pixels firing from different places
• GA4 installed but never configured, so reports show traffic and nothing else
• Ad platform numbers that never match the CRM
• No way to tell a real lead from spam, a job seeker or an existing customer

One tag manager, one source of truth

We move tracking into Google Tag Manager so tags are managed in one place, versioned and easy to audit. Old hard-coded scripts are removed once their replacements are verified. Each change is published as a named version, so a bad change can be rolled back in minutes.

Key events that reflect the business

In GA4, the actions that matter to your business are called key events. We define them around real outcomes: quote requests, booked appointments, calls over a set length, purchases and donations. Browsing behavior is still recorded, but it is not treated as a lead.

Conversions for the ad platforms

Google Ads conversions can be created from GA4 key events, so both platforms report the same actions. Where it fits, we add enhanced conversions, which send hashed first-party data such as an email address with the conversion to improve measurement. For Meta and TikTok we install pixels and event tracking for the same outcomes. For offline sales, we can import closed deals from your CRM so ad platforms learn which leads became customers.

Calls and forms together

Call tracking with Nimbata or WhatConverts assigns numbers by source and records which ad, keyword or page produced a call. We connect those calls to GA4 and Google Ads so phone leads sit next to form leads in one report.

Every attribution model is an estimate. We explain the model GA4 and each ad platform use, show where they disagree and why, and focus reports on trends and lead quality rather than one perfect number. Monthly reporting dashboards pull from GA4, Google Ads, Search Console and call tracking, with a short written summary of what changed and what we recommend.

Privacy settings matter too. We configure consent banners and Google consent mode when your audience or legal requirements call for them, and we keep personal data out of URLs and analytics fields.