Data Analytics & CRO
Track Every Conversion That Matters.
We set up accurate tracking for form fills, calls, purchases and offline sales, and connect it to your ad platforms and CRM so you can see which channels and campaigns produce real results.
Overview
What Conversion Tracking covers.
Conversion tracking records the actions that matter to your business and sends them to the platforms that need them. That includes GA4 key events, Google Ads and Meta conversions, call tracking and the link back from your CRM when a lead becomes a customer. Without it, ad platforms optimize toward the wrong signals and reports overstate or miss results.
Rankbrain defines which actions count as conversions, how each should be valued and where it should be reported. We implement tracking through Google Tag Manager, the Meta Conversions API and enhanced conversions where suitable, and set up offline conversion imports from your CRM. Every conversion is tested end to end and reconciled against source data.
Problems we solve
What this fixes.
- 01
Platforms report different totals
GA4, Google Ads, Meta and the CRM each show a different number of leads or sales, so nobody knows which figure is right.
- 02
Ads optimizing on weak signals
Campaigns learn from page views or button clicks rather than qualified leads and purchases, which can waste budget.
- 03
Offline sales go unattributed
Deals closed by phone or through sales teams never connect back to the campaign or channel that started them.
Scope of work
What’s included.
Forms, calls, purchases and offline conversions tracked accurately and attributed to channels.
- 01
Conversion definitions
Agreeing primary and secondary conversions, their values and which platforms should count each one.
- 02
Form, call and purchase tracking
Reliable tracking for form submissions, click-to-call and call tracking, checkout events and e-commerce purchase data.
- 03
Ad platform conversions
Google Ads conversions with enhanced conversions, and Meta Pixel with the Conversions API to reduce signal loss.
- 04
Offline and CRM conversion imports
Passing click identifiers into your CRM and importing qualified leads or closed deals back to ad platforms.
- 05
Attribution and reconciliation
Reviewing attribution settings and comparing platform totals with CRM or order data to explain remaining differences.
Benefits
What it can do for your business.
Ideal for
- Lead generation businesses with sales teams
- E-commerce stores running Google and Meta ads
- Service businesses that rely on phone calls
- Companies using HubSpot or Salesforce for pipeline
Clearer channel performance
Consistent conversion data helps you compare channels and campaigns on what they actually contribute.
Better signals for ad platforms
Feeding qualified conversions back to Google and Meta can help their bidding focus on outcomes you value.
Full-funnel visibility
Linking CRM outcomes to marketing touchpoints shows which sources lead to customers, not just leads.
How we deliver it
A clear, practical process.
- 1
Map
Document current tracking, list the conversions that matter and agree values and destinations for each.
- 2
Implement
Build tags, server-side signals and CRM fields, coordinating any site or form changes with your team.
- 3
Test end to end
Submit real test conversions and confirm they appear correctly in GA4, ad platforms and the CRM.
- 4
Reconcile
Compare totals against source data over the following weeks and adjust anything that does not line up.
Related services
Works well alongside.
- Data Analytics & CROAnalytics SetupDocumented GA4, Tag Manager and Search Console setups, built from scratch or rebuilt properly.
- Performance MarketingGoogle AdsSearch, Performance Max, Shopping and YouTube campaigns managed against leads and revenue.
- AI IntegrationCRM and Business Software IntegrationAI connected to your CRM, help desk and business software, reading and updating your records.
Questions
Conversion Tracking questions, answered.
Why will platform numbers still differ slightly after setup?
Each platform uses its own attribution model, window and counting rules, and some users block tracking. Good setup narrows the gap and documents why the remaining differences exist.
Can you track phone calls as conversions?
Yes. We can track click-to-call actions and integrate call tracking so calls from ads and the website are recorded and, where possible, linked to their source.
What are offline conversion imports?
They send outcomes recorded in your CRM, such as qualified leads or closed deals, back to Google Ads or Meta so campaigns can be measured on business results rather than form fills alone.
Ready to talk about Conversion Tracking?
Tell us about your business and goals, and we’ll recommend a clear, practical plan.