Conversion tracking is where marketing measurement most often lies. Forms that count a page refresh as a second lead. Calls and WhatsApp enquiries, the majority of leads for many service businesses, counted nowhere at all. Ad platforms importing conversions that GA4 defines differently, so every meeting starts with an argument about whose number is right.
I build tracking end to end and then verify it the only way that counts: by submitting the form, making the click, and watching the event arrive once, in every system that needs it. Four distinct lead types, form, call, WhatsApp, and where relevant purchase, each named, each attributed, each tested live.
Tracking setup covers
- A measurement plan: what counts as a conversion, defined before configuration
- Form, call-click, WhatsApp and e-commerce event implementation
- Deduplication so one lead is never two conversions
- Google Ads and Meta conversion imports aligned with GA4 definitions
- Thank-you page and event verification, tested live before sign-off
- Documentation of every event, so the setup survives staff changes