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SERVICE · CONVERSION TRACKING

Conversion tracking — accurate measurement of every sale

You can’t optimize what you don’t measure. We configure Google Analytics 4 and Tag Manager so every conversion — purchase, inquiry, phone click — is precisely measured. Setup from €200.

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  • GA4 + GTM complete setup
  • Server-side optional
  • GDPR compliant
WHAT IS IT

What is conversion tracking?

Conversion tracking is a technical system that records every important action on your site: purchase, inquiry, phone click, page view, form submission, file download. Without it you are flying blind — you see clicks and visitors, but you do not see if they bring real sales.

Conversion tracking is the foundation for everything: Google Ads cannot optimize campaigns without conversion data; GA4 cannot show which channels bring sales; A/B tests cannot be data-driven; ROI calculation without tracking is impossible. In one word: without quality conversion tracking every ad is shooting in the dark.

What we configure: Google Analytics 4 (GA4) — measurement of the entire user journey; Google Tag Manager (GTM) — centralized management of all tags; Google Ads conversion tracking — measurement of Google ads ROI; Enhanced E-commerce (for online stores) — orders, revenue, products; Cross-domain tracking (if you have multiple domains); Server-side tracking (premium — most accurate); Privacy-compliant setup (GDPR + cookie consent integration).

What is included in the tracking system: page views (where visitors go), events (clicks, scroll, video views), conversions (purchases, inquiries, registrations), e-commerce (order count, revenue, AOV), user journey (path of visitor before purchase), Source/Medium (where visitor came from — Google, Facebook, direct), demographics (age, gender, location — anonymized), devices (desktop vs mobile vs tablet).

Result: an accurate picture of everything happening with your business online. Every decision is data-driven, every euro of ad spend is measurable, every channel is comparable.

WHY

Why is conversion tracking important?

Four reasons conversion tracking is the foundation under every Google Ads campaign.

  • 01

    You can’t optimize what you don’t measure

    Universal truth in Google Ads and in marketing generally. Without conversion data, every ad optimization is guesswork. With quality conversion tracking you know exactly which campaign, which keyword, which ad text brings in money.

  • 02

    ROI is clear and provable

    €590 monthly management fee — is it worth it? With quality tracking you get a concrete answer: how much sales Google Ads brought, what the CPA is, what the ROAS is. Not speculation — concrete numbers.

  • 03

    Data-driven decisions, not assumptions

    Everyone says "data-driven marketing", but it only works when the data exists and is accurate. Wrong or incomplete tracking = wrong decisions. Right tracking = right decisions.

  • 04

    Privacy-compliant and future-proof

    GDPR, cookie consent, third-party cookies disappearing — all of this makes tracking more complex. The right setup is future-proof: server-side tracking, first-party data, consent management. The setup we build works in 2026+ environments.

WHAT IS INCLUDED

What is included in the tracking service?

Eight concrete work streams in conversion tracking — from GA4 setup to documentation and training.

  • Google Analytics 4 setup

    Creating and configuring the GA4 property from scratch — or fixing an existing one. Standard settings, enhanced measurement, custom events, e-commerce events — all aligned with your business needs.

  • Google Tag Manager

    Installing the GTM container on your site. All tags managed through GTM — to add a new event you don’t need developer help or to wait for a release.

  • Google Ads conversion tracking

    Setting up conversions in Google Ads. Every purchase, inquiry, phone click is recorded directly in Google Ads — campaign optimization (Maximize Conversions, Target CPA) starts working properly.

  • E-commerce tracking

    For online stores: Enhanced E-commerce setup. Measuring cart additions, abandoned carts, orders, revenue, AOV. All products and transactions.

  • Custom events

    Creating custom events for your business specifics: phone clicks (tel: links), email clicks (mailto:), video views, file downloads, scroll depth.

  • Cookie consent integration

    GDPR-compliant setup through Google Consent Mode v2. We integrate with your cookie consent banner (or recommend one if you don’t have it). Tracking starts only after user consent.

  • Cross-domain tracking

    If you have multiple domains — store, blog, landing pages on separate subdomains or new domains — we set up cross-domain tracking. The user journey is visible across all domains as a single session.

  • Documentation and training

    You get detailed documentation — what every event means, how to read reports, where to find what in GA4. Optional 1-hour training session on reading GA4 reports on your own.

TOOLS

What tools do we use?

Four core tools — three free, one premium for online stores and clients with larger budgets.

  • Google Analytics 4

    GA4

    Google’s newest analytics tool, replacing the old Universal Analytics. Event-based model — every user interaction is an event. Flexible, AI-supported, privacy-friendly. Completely free.

  • Google Tag Manager

    GTM

    Tag and tracking management system. Add, modify, remove tags without touching code or waiting for a release. No dependency on a developer friend. Completely free.

  • Google Ads tracking

    Ads

    Direct integration with Google Ads through conversions. Conversions flow directly into the Google Ads optimization system (Smart Bidding) — algorithms make data-driven decisions on your behalf. Free.

  • Server-side tracking

    SST

    The most accurate and future-proof method. Tracking runs through your server (Google Tag Manager Server Container), not the browser. Ad-blocker resistance, better accuracy, first-party setup. Recommended for online stores and larger clients. Included in the Premium plan.

METRICS

What can be measured?

Six core metrics that drive every data-driven decision.

  • 01

    Sales and revenue

    Exact number of orders + euro total revenue per channel.

  • 02

    Conversion rate (CR)

    % of visitors who converted — by page and by channel.

  • 03

    Cost Per Acquisition

    CPA — how much one real customer costs from each ad channel.

  • 04

    Return on Ad Spend

    ROAS — how much euro back per ad euro. The main profitability metric.

  • 05

    Average Order Value

    AOV — average cart size. Helps choose upsell and cross-sell strategies.

  • 06

    Funnel analysis

    Where exactly users drop off the journey — which steps need optimization.

WHO IT IS FOR

Who critically needs conversion tracking?

Four typical situations where conversion tracking turns from "nice to have" into a hard requirement.

  • 01

    Online stores

    Without Enhanced E-commerce every ad decision is guessing. What we measure: products (view, add to cart, purchase), orders, revenue, AOV, abandoned-cart audience. Online store without conversion tracking = advertising in the dark.

  • 02

    Service businesses (lead generation)

    B2B companies where sales happen through inquiries. We measure: form submissions, phone clicks, email clicks, file downloads. Every inquiry classified, ROI calculable by channel.

  • 03

    Multi-channel marketing

    If you use Google Ads + Facebook Ads + SEO + email + organic social — conversion tracking shows which channel really brings sales. Often a surprise: the channel where you spend the most may not be the most profitable.

  • 04

    Everyone who pays for advertising

    If you spend money on Google Ads, Meta Ads, LinkedIn, programmatic or other channels — you need conversion tracking. Otherwise you’re flying blind, where every budget decision is intuition. Investment in tracking pays off in the first month.

PROCESS

How our tracking process runs

Five steps — from audit and plan to documentation and training.

  1. 01

    Audit and measurement plan

    2–3 business days

    We look at your current setup (if any). Define together what your business needs to measure. Create a "measurement plan" document — clear list of events and KPIs.

  2. 02

    GA4 + GTM installation

    2–3 business days

    Create or fix the GA4 property from scratch. Install the GTM container on your site. Configure base events and enhanced measurement (scroll, outbound clicks, site search, video, file downloads).

  3. 03

    Custom events and conversions

    3–5 business days

    Create custom events per the measurement plan. Configure conversions in GA4 + Google Ads. E-commerce setup if you have a store.

  4. 04

    Testing and verification

    2–3 business days

    Test every event: does it register correctly, does the conversion reach Google Ads, are the e-commerce numbers right. We use GTM Preview Mode + GA4 DebugView.

  5. 05

    Documentation and training

    1–2 business days

    Create detailed documentation. Optional 1-hour training session on reading GA4 reports.

DELIVERABLES

What you get

A concrete list of what is in your hands after conversion tracking setup is complete.

  • Working GA4 property with all events
  • Configured Google Tag Manager container
  • Google Ads conversions (all important for the business)
  • Enhanced E-commerce setup (for online stores)
  • Measurement plan documentation
  • Training session or self-service documentation
PRICING

How much does conversion tracking cost?

Conversion tracking is included in Setup of all plans — it is the foundation without which advertising does not work properly.

  • Start

    €200 setup

    GA4 + GTM + 5–10 events + Google Ads conversions

  • ⭐ Most popular

    Growth

    €400 setup

    + Enhanced E-commerce + custom events + cross-domain

  • Premium

    €600 setup

    + Server-side tracking + advanced funnels + dashboard

Tracking is part of Setup — there is no separate monthly fee. New events later can be added by request.

View full pricing
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FAQ

Frequently asked questions

What’s the difference between GA4 and Universal Analytics?

Universal Analytics (UA) was the old Google system, officially closed in July 2023. GA4 (Google Analytics 4) is the new system: event-based, more flexible, AI-friendly, privacy-friendly. All new setups today are on GA4.

Do I need Google Tag Manager?

Technically no — GA4 works without GTM. But GTM makes life much easier: you can add new events, modify existing ones, add other tags (Facebook Pixel, LinkedIn Insight, etc.) — all without developer help. We recommend GTM for everyone serious about tracking.

Is conversion tracking GDPR compliant?

Yes, when the setup is correct. We use Google’s official Consent Mode v2 framework, integrate with your cookie consent banner (or recommend one). Tracking starts only after user consent. All anonymized, IP masked.

Do you work with any e-commerce platform?

Yes. We work with Shopify, WooCommerce, Magento, PrestaShop, BigCommerce, OpenCart and custom systems. Each platform has its quirks, but the GTM + dataLayer pattern works everywhere.

What is server-side tracking and do I need it?

Server-side tracking is the new standard: tracking runs through your server (Google Tag Manager Server Container), not directly through the browser. Advantages: significantly more accurate (not blocked by ad-blockers), more secure, future-proof (protected against third-party cookies disappearing). Recommended for online stores and clients with larger budgets (€1,000+/month).

How do I know tracking is working?

We give you full access to GA4 and GTM. You can see in real time how events register. Plus documentation: what every event means, source of each conversion. Every setup is tested through GTM Preview Mode + GA4 DebugView before going live.

What if I want to add new events later?

With GTM it’s simple — we can add new events without code changes. If you’re a Growth or Premium plan client, this is included in monthly management. In the Start plan — cost of a new event is calculated separately (typically €50–100).