Conversion Tracking Setup

Conversion Tracking That Gives Platforms the Signal They Need to Perform

Without accurate conversion signals, your ad platforms are bidding blind. We implement complete, deduplicated conversion tracking, browser-side, server-side, or both, so every platform optimises on real data and every pound of spend is accountable.

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Smart bidding is only as smart as the conversion data feeding it.

Conversion Tracking Breaks in More Ways Than Most Teams Realise

Browser restrictions, ad blockers, ITP, consent changes, and cross-device journeys all reduce the conversion signals your platforms receive. Add misconfiguration on top, and you're giving platforms a distorted view of performance, and getting distorted results back.

⚠

Platform reports more conversions than you actually get

Double-counting is common when both browser pixels and thank-you page tags are active without deduplication logic in place.

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Smart bidding is underperforming

Target ROAS and Target CPA campaigns need consistent, accurate signals. If conversion data is thin or noisy, algorithms can't find the right audience.

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iOS and browser restrictions are shrinking your signal

Browser-only tracking misses a growing portion of conversions. Server-side tracking via Conversions API or Enhanced Conversions closes the gap.

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You don't know which conversions to trust

Multiple conversion actions, some duplicated, some outdated, some firing incorrectly. There's no clear view of what's real and what isn't.

What We Implement

Conversion tracking built correctly, with clean deduplication, server-side capability where needed, and verified signal flowing to every platform.

01

Conversion Action Audit & Clean-Up

Review and rationalise all existing conversion actions across Google Ads and Meta. Remove duplicates, outdated events, and misconfigured actions.

02

Browser-Side Tracking Implementation

GTM-based implementation of Google Ads conversion tags, Meta Pixel events, and any other platform pixels with correct parameter passing.

03

Server-Side Tracking (Conversions API / CAPI)

Meta Conversions API and/or Google Enhanced Conversions, with server-side event sends and deduplication keys to maximise signal and minimise inflated counts.

04

Deduplication Architecture

Event ID generation and matching logic to prevent the same conversion being counted twice across browser and server sends.

05

GA4 Conversion Configuration

Conversion events configured and verified in GA4, imported into Google Ads where required for Smart Bidding signals.

06

Testing, Verification & Documentation

Every conversion path tested end-to-end. Results documented with screenshots. Handoff guide for ongoing maintenance.

Who This Is For

Brands running Smart Bidding on Google Ads

Target ROAS and Target CPA need clean, sufficient conversion data. Bad signals produce bad bidding decisions.

Meta advertisers affected by iOS signal loss

Server-side Conversions API recovers attribution that browser-only tracking misses due to Apple's App Tracking Transparency changes.

E-commerce brands with high-value purchase tracking needs

Revenue values, product data, and order IDs need to flow correctly to both platforms. Deduplication is critical when transaction values are significant.

Teams that have tracking in place but don't trust the numbers

Something's off and you know it. We find the problems, fix the implementation, and build something you can rely on.

How We Implement It

  1. 1

    Discovery & Access

    We review your current setup, map every conversion action needed, and identify which platforms require which implementation approach.

  2. 2

    Implementation

    Browser-side tags built in GTM. Server-side integration configured via Conversions API, Enhanced Conversions, or both depending on your stack.

  3. 3

    Testing & Verification

    Every conversion path tested in staging and production. GTM preview, network inspection, and platform event managers all checked against expected behaviour.

  4. 4

    Handoff

    Full documentation provided. Your team understands what's been built and how to maintain it. Any on-platform settings needed post-implementation are covered.

Give Your Ad Platforms the Signals They Need to Perform

Book a call to discuss your tracking setup. We'll identify exactly what needs implementing and scope the right solution for your stack.

Book a Strategy Call See Full Build Service