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Analytics & Conversion Tracking

If it is not measured, the platform optimises toward the wrong thing.

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This is the least glamorous service we offer and the one that changes results most. Without conversion tracking, Google and Meta optimise toward clicks, because clicks are all they can see. With it, they optimise toward the phone ringing.

It is also the thing most commonly missing or broken in accounts we inherit — often recording page views as conversions, or double-counting, which is worse than nothing because it produces confident wrong decisions.

What the work covers

  • Analytics installation — GA4 configured properly, with the events that matter rather than the default set.
  • Conversion events — Form submissions, phone taps, chat starts, bookings and purchases, each defined and tested.
  • Call tracking — Where volume justifies it, so calls can be attributed to campaign and keyword.
  • Verification — A test submission and a test call, checked end to end, before anything is trusted.
  • Reporting setup — A monthly view that answers business questions rather than platform questions.

Who it suits

Any business spending on advertising, and any business about to.

What it is not

It is not a dashboard product. The point is a small number of numbers you will actually use.

How we actually run it

The order matters. Each step below has to be finished before the next one is worth doing.

1
Measurement plan

Agree what counts as a conversion for your business before touching any code.

2
Implementation

GA4, tag manager and conversion events installed, plus call tracking where volume justifies it.

3
Verification

A real form submission and a real phone tap, traced end to end.

4
Platform linking

Ads and Analytics connected so conversions are visible where bidding decisions are made.

5
Reporting view

A small set of numbers that answer business questions rather than platform questions.

Mistakes we fix most often

These come up in almost every account we take over. None of them need a bigger budget to correct.

  • Counting a page view as a conversion, so every visitor looks like a lead
  • Double-counting, so results look twice as good as they are
  • No call tracking in a business where most enquiries arrive by phone
  • Analytics installed but never linked to the ad accounts
  • Nobody ever testing whether a submitted form actually records

How we measure whether it is working

These are the numbers on your monthly report for this service — and the reason each one is there.

What we trackWhy it matters
Conversions recorded vs enquiries receivedThese should match. They usually do not
Attribution by sourceWhich channel produced each enquiry
Cost per conversionOnly meaningful once the above two are correct
Event error rateTags firing on the wrong pages or not at all

Typical timeline

Day 1–2Measurement plan agreed
Day 3–5Implementation
Day 5–7Verification and sign-off
MonthlyRe-checked as part of reporting

Tools we work in

  • Google Tag Manager
  • GA4
  • Google Ads conversion tracking
  • Meta Pixel and CAPI
  • CallRail or similar

Accounts are set up in your business name wherever the platform allows it, and you keep administrator access throughout.

Questions we get about analytics & tracking

01.We already have Google Analytics — is that enough?

Usually not. Analytics being installed is not the same as conversions being tracked, and the default install records almost nothing useful for a service business.

02.Does this work with a site you did not build?

Yes, on nearly every platform. It is one of the most common one-off jobs we do.

Works well with

Other Services

Marketing Strategy & Planning

A written plan covering which channels to use, in what order, at what budget, and what each one is expected to produce.

Read more →

Marketing Audit

A written review of your website, ad accounts, listings, tracking and reviews — with a prioritised list of what to fix and what it is costing you.

Read more →

Search Engine Optimisation

Getting found when someone searches for what you sell — without paying per click. Slower than ads, but it compounds and keeps working after the budget stops.

Read more →

Want a straight answer on whether this is right for you?

Fifteen minutes on the phone is usually enough. Consults are free and there is no pitch deck.

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