Digital Marketing: Conversion Tracking
If you do not know which activity produced a sale, you are optimising blind. We set up complete conversion tracking across all relevant channels: Google Ads, Meta, LinkedIn and email – with cross-platform attribution that shows what actually works. This is the foundation on which budget decisions start to make sense.
Challenges you'll recognise
- You cannot reliably say which channel or campaign generated your last conversions.
- Your ad platforms report more conversions than actually occurred – or far fewer.
- After a website relaunch or CMS update, your conversion tracking stopped working.
Cross-Platform Implementation
We set up conversion tracking for all relevant channels in parallel: Google Ads conversion tags, Meta Pixel and Conversions API, LinkedIn Insight Tag and email click tracking. Every platform then has the signals it needs for correct algorithm optimisation.
Attribution and Models
Which touchpoint contributed to the conversion? We configure meaningful attribution models in GA4 and at platform level, explain the differences between last-click and data-driven models and help you interpret the numbers correctly.
Enhanced Conversions
Google Enhanced Conversions and the Meta Conversions API send additional, hashed user data back from the server to the platform – closing the data gaps opened by browser blockers and consent choices. We implement both for maximum measurement accuracy.
Regular Tracking Audits
Code releases, CMS updates and platform changes can silently deactivate conversion tags. We conduct regular tracking audits and set up automated monitoring that alerts us immediately if an important event stops firing.
Good to know
Missing signals cost performance
Smart Bidding algorithms only optimise as well as the conversion signals they receive. Incomplete data causes algorithms to push budget in the wrong direction – even when the fault is in the tracking, not the campaign.
Multiple touchpoints, one conversion
Customers often click on ads from several channels before buying. Attribution models decide which touchpoint receives credit for the conversion – and therefore which channels you believe are effective.
Server beats browser
Server-side tracking via the Conversions API is more robust than purely client-side pixels because it is unaffected by browser settings or ad blockers. It is no longer an optional extra.
Frequently asked questions
What is the difference between conversion tracking and web analytics?
How accurate can conversion tracking be?
How do I know if my conversion tracking is broken?
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