Every paid campaign we launch depends on one thing working correctly: conversion tracking. It tells Google and Meta which clicks turned into leads or sales, so they can find more people like them. Without it, the platforms optimise for clicks, and you cannot tell which ads pay off.
This checklist reflects what we set up in our ads projects and the mistakes we have fixed in accounts we took over. It is experience-based; we do not publish statistics for ads projects.
Step 1: define what a conversion is
Before any tag is installed, agree on what counts:
- [ ] Primary conversion: form submission, booking, call or purchase
- [ ] Secondary signals: brochure download, newsletter signup, add to cart
- [ ] Which conversions the platforms should optimise for (usually only the primary one)
- [ ] Value per conversion, if known or estimable
A common mistake is counting everything as a conversion – page views, clicks on the phone number, scrolling. The platform then optimises for the easiest action, not the valuable one.
Step 2: consent
- [ ] Cookie banner blocks marketing tags until consent in the EU
- [ ] Consent mode configured for Google tags
- [ ] Consent choices respected for Meta tags
- [ ] Banner shown to visitors from all relevant countries – we once found a banner active for only one country
Step 3: Google Ads
- [ ] Conversion action created for each primary conversion
- [ ] Tag installed via Google Tag Manager or directly, not both
- [ ] Fires on the thank-you page or the successful submission event, not on button click
- [ ] Enhanced conversions considered, with consent
- [ ] GA4 linked to Google Ads
- [ ] Conversion window and counting method (one per click for leads, every conversion for sales) set deliberately
- [ ] Test conversion recorded and visible
Step 4: Meta
- [ ] Pixel installed, one per brand or domain
- [ ] Conversions API set up alongside the pixel, with event deduplication
- [ ] Domain verified in Business Manager
- [ ] Standard events used (Lead, Schedule, Purchase) where possible
- [ ] Events prioritised in Events Manager
- [ ] Test events visible in Events Manager
In one project, pixel restrictions on a shared pixel led us to create a separate pixel for each brand. It fixed the restrictions and made reporting cleaner.
Step 5: UTM parameters
- [ ] UTMs on every ad link: source, medium, campaign, and ideally ad or keyword
- [ ] Consistent naming conventions
- [ ] Hidden form fields capture UTMs and send them to the CRM
Step 6: offline conversions
If sales close by phone, in meetings or weeks after the first enquiry, the platforms only see the form fill. Offline conversion tracking sends back what happened later.
- [ ] Click ID (for example Google's gclid) captured with the lead
- [ ] CRM stores the click ID and the deal outcome
- [ ] Qualified leads or won deals uploaded to Google Ads, LinkedIn or Meta regularly, manually or through an integration
This is particularly valuable for B2B, where lead volume is low and quality matters more than quantity.
Step 7: test end to end
- [ ] Click a real ad preview or a link with UTMs
- [ ] Accept cookies
- [ ] Submit the form or make a test booking
- [ ] Check the conversion in Google Ads, Meta Events Manager and GA4
- [ ] Check the lead in the CRM with source data
- [ ] Repeat on mobile
Common problems we fix
| Problem | Effect | Fix |
|---|---|---|
| Tracking button clicks | Failed submissions counted | Track the success event or thank-you page |
| Duplicate tags | Double-counted conversions | Remove duplicates, one installation method |
| Pixel only, no Conversions API | Missing Meta conversions | Add Conversions API with deduplication |
| Too many conversion actions as primary | Platform optimises for easy actions | Keep one or two primary actions |
| Spam submissions counted | Platform learns from bots | Spam protection and lead validation |
| No UTMs | Leads appear as "direct" | Add UTMs to all ad links |
After launch
Tracking can break silently: a website update removes a tag, a form plugin changes its success message, a consent tool update blocks everything. We check conversion counts against actual leads weekly in the first month, and after any website change.
Reporting that people understand
Tracking is only useful if someone looks at it. We set up a simple view for the client: leads by campaign, cost per lead, and – where offline data exists – cost per qualified lead or customer. Numbers in the ad platform, in GA4 and in the CRM will never match exactly, because each measures differently and consent affects them in different ways. We explain which number to use for which decision: ad platforms for optimisation, the CRM for business results.
Who needs access
Setting up tracking touches several accounts: the website or Tag Manager, Google Ads, GA4, Meta Business Manager, the domain for Meta verification and the CRM. Collecting access at kickoff is the fastest way to working tracking.
FAQ
Is the Meta pixel enough on its own?
It works, but browser restrictions and ad blockers mean some events are lost. The Conversions API recovers many of them.
Should phone calls count as conversions?
If calls are a main enquiry channel, yes – ideally calls of a certain length or calls from ads with call tracking, not every click on the number.
How do I know if tracking is broken?
Compare conversions in the platforms with actual leads in your inbox or CRM. Large gaps mean something is wrong.
How do you stop irrelevant clicks?
With negative keywords and tighter targeting, based on the search terms report. For B2B campaigns we exclude consumer and retail searches from the start.
What is the goal of the first campaign?
To establish your real cost per lead or sale. With that number you can decide whether to scale, change or stop.
Planning a paid ads project?
If you want a realistic plan for your own project, book a short call with our team and we will walk you through the phases, what we need from you and where projects like yours usually lose time. You can also browse finished work in our paid ads portfolio.
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