Conversion & analytics trackingKnow where every visitor, call, form and sale comes from
I set up Google Tag Manager, GA4 analytics, call tracking and conversions in Google Ads, Microsoft Ads and ChatGPT Ads, so you know where your traffic comes from and exactly which ads bring in customers. It's a one-time Measurement Setup from $700, with a live dashboard. You can run the ads yourself afterwards, or have me manage them.
What conversion and analytics tracking is, and why ads depend on it
Conversion tracking records the actions that matter to your business, like a phone call, a form, a booking or a purchase, and tells the ad platform which click led to it. Without it, Google, Microsoft and OpenAI can only optimize for clicks, and you can't see your real cost per lead.
Most accounts I check have something wrong here: calls that aren't counted, forms counted twice, or tags missing from part of the website. Fixing it is usually the fastest way to make the same ad budget work harder.
Analytics tracking in GA4 shows everything around it: where your visitors come from (Google search, ads, social media, email or AI assistants like ChatGPT), which pages they read and where they drop off. Together, conversion and analytics tracking give you the whole picture, from the first visit to the final click.
It also answers the question that matters most to you as an owner: which ads actually bring in customers. With every call, form and sale tied to the ad that produced it, you see your real cost per lead and return on ad spend, and you can judge for yourself whether your advertising is profitable.
From ad click to booked job, every step counted
- 01Ad clickSomeone finds you on Google, Bing or ChatGPT
- 02Website visitTag Manager and GA4 record the visit
- 03Call, form or saleEvery lead is counted, once
- 04Sent back to the adsReal conversions flow back into each ad platform
- 05Smarter biddingThe platforms find more people like your customers
The full measurement setup
Built from scratch, or fixed and cleaned up if you already have some of it.
Google Tag Manager
A clean, documented container with tags for GA4, every ad platform, call tracking and custom events. Existing containers audited and tidied up.
GA4 set up properly
Key events, e-commerce where relevant, audiences and channel groups, including a separate group for AI assistants like ChatGPT.
Call tracking by source
Call tracking numbers that swap in for ad visitors, so every call is tied to the ad, keyword or channel that produced it.
Conversions in every ad platform
Forms, calls, bookings and purchases in Google Ads, Microsoft Ads (UET) and ChatGPT Ads (pixel and Conversions API), with enhanced conversions where possible.
Consent Mode v2
Available on request: a cookie notice and Google Consent Mode v2, so measurement respects visitors' choices and keeps working.
Live dashboard
A Looker Studio dashboard with leads, cost per lead and sales by channel, updated automatically.
The tracking problems I find most often
- Calls aren't counted. Only calls from the ad's call button are tracked, while people who visit the site and then call are invisible.
- Forms count twice, or on page load. A conversion fires on the thank-you page refresh or on every visit, inflating results.
- Tags missing from part of the site. Booking pages, landing pages or the checkout run without the tag, so Analytics and ads lose data.
- Too many "conversions". Page views and clicks counted as conversions, so bidding chases the wrong thing.
- No consent setup. Either tracking ignores visitors' choices, or it switches off entirely and the data disappears.
- Microsoft or ChatGPT Ads running without their own tags. Google's tags don't report conversions to other platforms.
The free initial audit is a basic check of what I can see without any access: which tags run on your site and what it sends to Google. How conversions are set up inside Google Ads and GA4 needs read-only access, which is part of the Deep-Dive Audit.
From check to clean data
Four steps, the same for every client, so you always know what comes next.
Free tracking check
I check which tags run on your site and what they send, without any access, and send a fixed quote.
Measurement plan
We agree which actions count as leads and sales, and which numbers you want to see each month.
Setup & testing
Tags, conversions, call tracking and consent built and tested end to end with real submissions and calls.
Dashboard & handover
A live dashboard, a short written summary of what's tracked, and all access in your name.
How much conversion and analytics tracking setup costs
Measurement Setup is a one-time project from $700. The exact fixed price depends on your website, the number of platforms and whether you sell online.
| Option | Price | Notes |
|---|---|---|
| Measurement Setup | from $700 | One-time. Tag Manager, GA4, call tracking, ad platform conversions, dashboard |
| Audit + Measurement Setup | $1,000 | With the Deep-Dive Audit (save $200) |
| Included in management | $0 extra | Tracking setup is part of every monthly management plan |
Call tracking software is billed by the provider, in your name. I don't mark up tools.
Fixed the tracking. The store got busier.
A hardware store was paying for Google Ads without knowing whether the ads brought anyone through the door. I rebuilt conversion tracking from 1 action to 9, added call tracking and optimized the account and campaigns.
Read the full case study Figures from Google Ads, Jan–Sep 2026 vs. Jan–Sep 2025. Sources in the full case study.Tracking and analytics questions
Something else? Send me a message and I'll reply within one business day.
How do I know if my Google Ads conversion tracking works?
Check three things: that every form, call and purchase shows up as a conversion in Google Ads, that each one is counted once, and that the numbers roughly match what you see in your inbox, phone log or store. The free initial audit checks the website side of this from the outside, with no logins needed.
How much does conversion tracking setup cost?
Measurement Setup is a one-time project from $700, or $1,000 together with the Deep-Dive Audit. If I manage your ads, tracking setup is included in the monthly fee. Call tracking software is billed separately by the provider.
Can you track phone calls from Google Ads?
Yes. Calls from the ad's call button are tracked in Google Ads, and calls from people who visit the website first are tracked with a call tracking tool that swaps in a dedicated number for ad visitors. That way every call is tied to the ad or channel that produced it.
Do I need Google Tag Manager?
Not strictly, but I recommend it. Tag Manager keeps every tag in one place, makes changes possible without touching the website code, and makes it easier to see what's installed. I set it up so it's documented and stays in your name.
Do you set up Google Analytics 4 as well?
Yes. GA4 is part of every Measurement Setup: traffic sources and channel groups (including a separate group for AI assistants like ChatGPT), key events, e-commerce where relevant and audiences for remarketing. You see where visitors come from and what they do on your website before they convert.
Can you set up GA4 and Google Tag Manager on Shopify?
Yes. On Shopify, purchase tracking runs through the Google & YouTube app or custom pixels in Customer Events, because checkout pages don't run regular Tag Manager code. I set up GA4 and Google Ads conversions with order value, test them with real orders and remove duplicates from older apps or theme code. More on Google Ads for e-commerce.
Do you build Looker Studio dashboards?
Yes. Every Measurement Setup includes a live Looker Studio dashboard with leads, cost per lead and sales by channel, pulled from GA4 and your ad platforms and updated automatically. You see everything on one screen, without logging in to each platform.
What is Consent Mode v2, and do I need it?
Consent Mode v2 is Google's way of passing visitors' cookie choices to its tags. It's required for advertising to visitors from the European Economic Area and the UK, and it's good practice everywhere. I set it up on request. Done correctly, measurement keeps working while respecting each visitor's choice.
Can you track ChatGPT Ads and Microsoft Ads conversions too?
Yes. Microsoft Ads uses its UET tag and ChatGPT Ads uses OpenAI's pixel and Conversions API. I set both up through Tag Manager, next to Google Ads, so every platform reports the same leads and sales.
After tracking is fixed
Let's see what ads can do for your business
Already running ads? I'll start with a free check of what's visible from the outside: your website, tracking tags and live ads. A full review inside your accounts needs read-only access and is part of the Deep-Dive Audit. Just getting started? I'll look at your website and market and tell you where to begin. Either way, you get a short written summary and a fixed-price quote. No obligation.