Services / Conversion Tracking & GA4
Campaign decisions depend on knowing which actions are being recorded. I help you review conversion tracking and GA4, define meaningful events and investigate missing or duplicate conversions across the website and advertising accounts.
My experience includes GA4, Google Tag Manager, Google Ads conversion tracking and website integrations. The implementation plan follows your actual website, permissions and business goals.
For an online store, the review considers completed purchases, transaction identifiers, value and currency fields. I check whether the event represents a completed transaction and whether repeated loading or overlapping integrations could count it more than once.
For lead generation, we decide which form success, call action or other enquiry is meaningful. Clicking a submit button is different from a successful submission. Call clicks are also different from verified connected calls; the reporting should keep those definitions clear.
I review the GA4 property, Google Tag Manager container and Google Ads conversion actions relevant to the agreed work. This includes the event conditions, firing behavior, value where applicable and how the action is used in campaign reporting. Existing website or Shopify integrations are considered before adding another layer of tags.
For Meta, I review the relevant Pixel events and any existing supported Conversions API integration. If browser and server sources send the same action, their relationship needs to be checked to avoid duplicate reporting. Custom server-side development or a new CAPI integration is not assumed to be included: I first confirm the integration, technical access and implementation scope.
Consent behavior, platform access and site restrictions can affect what is observed. I explain the technical dependencies without treating tracking as a way to bypass a visitor’s choices.
A useful investigation follows the event from the website action to the relevant tool. I review whether the tag fires at the right point, whether the event reaches the destination and whether it appears under the intended definition. The same action may be recorded by a plugin and a GTM tag, so the installed integrations need to be considered together.
I also check for misleading definitions, such as a general page view counted as a lead or a form button counted as a completed enquiry. For purchase reporting, missing value or inconsistent currency can make a ROAS comparison unreliable even when a purchase count appears plausible.
We start with your website platform, existing tags, business actions and access to the relevant properties or accounts. I review the setup and propose the tasks, implementation responsibilities and tests. Some changes can be made through supported integrations; others may need your website developer.
The handover explains the event names and definitions, what was changed, the checks performed and any remaining dependencies. I distinguish a test event reaching a platform from a real customer action and from a successfully delivered enquiry email. Those are different checks.
The GA4 Paid Search report in my Portfolio shows 1,224.10 attributed conversions and a reported 16.72 ROAS for 25 August to 21 September 2023. The fractional conversion count is retained as reported. It is channel-level evidence, not a lead-generation case or proof that I implemented every part of that tracking setup.
GA4 and ad platforms can use different attribution and reporting definitions. I explain those differences before comparing totals. GA4-reported revenue is not presented as independently verified business revenue, and platform figures are not treated as profit.
Tracking reviews and implementation receive a scope-based quote. The website, events, integrations and testing workload determine the work; tracking development is not automatically an unlimited inclusion in a monthly management package. See management pricing and separate project scope.
Yes. I inspect the current setup first. Understanding what already records the action helps avoid duplicated events and unnecessary changes.
No. A successful form event and email delivery need separate verification. For Contact Form 7, the success confirmation follows the form’s successful sending result; recipient delivery still needs a controlled delivery test.
That depends on the scope. The relevant GA4, GTM and advertising properties, plus supported website access where implementation is needed, are arranged through permission-based invitations. You keep ownership and we agree the required permissions first.
Tell me about your website, target markets, advertising spend and main priority. I will review the context and discuss a practical scope with you before any work starts.