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Tracking setup
Free conversion tracking audit
Takes about a minute
6+
Tracking types that feed Google Ads
1 system
Set up together, not separately
GTM+GA4
The two tools underneath it all
14+
Industries set up
The one thing to understand first
Modern Google Ads bidding is largely automated - it decides who to show your ads to and how much to bid, based on what's converted before. If it can't see your real conversions, it's learning from the wrong lessons.
Think of it like training a new employee by only showing them half the results of their work. If Google Ads only sees website form fills but not phone calls, it will quietly push your budget toward whatever gets more form fills - even if most of your actual business comes from the phone ringing.
That's why "tracking" isn't a single checkbox. It's several different pieces, each capturing a different kind of real customer action, all feeding the same picture back to Google (and Microsoft) so the algorithm optimizes toward what your business actually needs.
In one sentence
Making sure every real way a customer contacts you - a call, a form, a booking, a sale - gets recorded and sent back to your ad accounts, so they spend your budget toward what actually works.
What this looks like in practice
Their Google Ads account shows 12 conversions a month - all form fills. What it can't see is the 40+ phone calls a month that actually generate most of their revenue. Google Ads, doing exactly what it's designed to do, quietly shifts budget toward keywords that produce form fills, since that's the only signal it has. Meanwhile the keywords driving most of the real business get less and less budget over time, simply because nobody ever told the algorithm they mattered.
The full picture
Not every business needs all of these, but here's the complete list, in plain language.
The basic setup that tells Google Ads "this specific action counts as a win" - usually a form submission or a page loading after a purchase. Without this, nothing else on this list matters.
Uses a special phone number that changes depending on where the visitor came from, so a phone call gets credited back to the exact keyword and ad that generated it - not lumped in as "unknown."
Every form on your site - quote requests, contact forms, booking forms - tracked as its own separate result, so you know which one is actually generating leads.
A more accurate version of standard conversion tracking, using securely encoded customer information to help Google match a conversion back to the ad that caused it, even when browser privacy settings would otherwise hide that connection.
Sometimes a lead comes in through a form, but doesn't become a paying customer until a phone call or in-person visit days later. Offline conversion import sends that final result back to Google Ads after the fact, from your CRM.
Tracks not just that a sale happened, but the actual dollar amount - which lets Google Ads optimize toward higher-value purchases, not just any purchase.
How all of this fits together
These aren't separate projects - they're one connected setup, built once and working together from day one.
Every call, form, and purchase gets picked up here first - the collection point for everything.
You (or we) can look at what happened, broken down by traffic source, page, and device.
The same data flows into your ad accounts, so the bidding system learns from your real results, not guesses.
A quick gut check
Common questions
Ready when you are
A free check reviews every type of tracking against how your business actually gets customers, and tells you plainly what's missing.
