Conversion Tracking London
What is conversion tracking?
Conversion tracking is the measurement layer that ties every paid click to a downstream business event. For a London business in 2026 it covers GA4 event design, Google Tag Manager, server-side tagging, enhanced conversions, Consent Mode v2 and offline conversion imports from the CRM. Without trustworthy tracking, Smart Bidding cannot optimise and reporting cannot be believed.
What our conversion tracking covers
GA4 event design
GA4 is event-based, not pageview-based. We design the event schema around the business events that matter to revenue, not the platform defaults. Each event carries clean parameters so reporting works without ten layers of custom dimensions.
- ✓Event schema design tied to revenue
- ✓Recommended events used where appropriate
- ✓Custom event parameters documented
- ✓Data retention configured for analysis
Google Tag Manager (web)
GTM is the central tag controller. We rebuild containers when needed, retire orphan tags, version every change and document triggers so future agencies can read the work without guessing. A clean GTM saves hours of debugging later.
- ✓Container audit and rebuild where needed
- ✓Variable and trigger naming convention
- ✓Version notes on every change
- ✓Tag firing verified in Preview before publish
Server-side tagging
iOS privacy changes and ad blockers eat 15 to 35 percent of client-side conversions. Server-side tagging restores measurement by routing events through a server endpoint, which is harder to block. Required for any serious 2026 measurement stack.
- ✓Server-side GTM container on a custom domain
- ✓App + Web (GA4) data flow through server
- ✓Conversion API integrations for Meta and TikTok
- ✓Server-side debugging tools configured
Enhanced conversions
Enhanced conversions hash user identifiers and send them to Google so closed-loop attribution survives cookie loss. Required for accurate Target CPA and Target ROAS in 2026. We implement either client-side or server-side, depending on your stack.
- ✓Hashing of email or phone at the source
- ✓Implementation tested across pages and forms
- ✓Verified in Google Ads conversion diagnostics
- ✓Aligned with Consent Mode v2
Consent Mode v2
Consent Mode v2 is mandatory in the EU and good practice in the UK. We integrate it with your cookie banner so consent signals reach Google, while modelled conversions recover the data lost to consent denials. Compliance and measurement, both.
- ✓Consent banner integration
- ✓ad_user_data and ad_personalisation signals correctly mapped
- ✓Modelled conversion review monthly
- ✓Consent rate reporting
CRM and offline conversion imports
For lead-gen businesses, online conversions are leads, not revenue. We import the downstream events (qualified lead, sale, lifetime value) from your CRM into Google Ads via offline conversion imports. Smart Bidding then optimises for revenue, not for raw form fills.
- ✓CRM webhook or scheduled import
- ✓Lead-to-sale stage mapping
- ✓Conversion value imports for LTV bidding
- ✓Monthly revenue parity check against finance
Our conversion tracking process
Audit
We audit every existing tag, every conversion goal and the data flow into GA4 and Google Ads. The audit produces a one-page summary of what is broken, what is missing and what is silently double-counting.
Design event schema
Events, parameters and naming conventions are decided before any code ships. The schema is documented so it survives team changes.
Implement and verify
Web GTM, server-side GTM, enhanced conversions and Consent Mode v2 deployed in stages. Every event verified in GA4 DebugView, Google Ads diagnostics and the server-side container preview before release.
Monitor and certify
Monthly CRM-to-Google-Ads revenue parity check. Any drift over 5 percent triggers a re-audit. Tracking is a system, not a one-off setup.
"Smart Bidding optimises whatever you tell it to. If your tracking is wrong, the algorithm gets very good at the wrong thing."
What Makes Us Worth Paying For
Transparency about what's working. Honesty about what isn't. A management structure where the person who built your account is the person managing it.
Server-side first
iOS privacy changes do not break our setups.
CRM parity
Revenue in Google Ads matches revenue in finance every month.
No double counting
One source of truth, no inflated reports.
Common Questions
Everything you need to know about our services, pricing, and process.
Still have questions? Talk to us