Google Ads
Google Ads conversion tracking with the Google tag, GA4 and enhanced conversions.
Smart Bidding is only as good as the conversions you give it. We set up conversion actions that reflect real business outcomes, install them with the Google tag or Tag Manager, add enhanced conversions where appropriate and compare the numbers to your own records.
When You Need This
The situations where this work pays for itself.
Signs it is time
- Conversions in Google Ads do not match orders or leads
- You count page views or clicks as conversions
- Conversions dropped after a site or consent change
- You use both GA4 imports and Ads tags and numbers disagree
- Offline leads never get back into the account
What you get
- A conversion action map with primary and secondary roles
- Tag and GA4 configuration, tested end to end
- Enhanced conversions or offline imports where suitable
- A reconciliation report against your store or CRM
How We Do It
A clear process you can follow along with.
1. Audit existing conversion actions
In Google Ads we list every conversion action, its source, counting method and whether it is primary or secondary. We remove duplicates and noise.
2. Define what should count
We choose conversions that represent revenue or qualified leads, with the right counting rule: one per click for leads, every purchase for sales, with transaction values and currency.
3. Install the tag correctly
We implement the Google tag, with or without Google Tag Manager, and fire conversion events only on the real confirmation, such as the order thank-you event, not a page that can be reloaded.
4. Connect GA4 sensibly
We align GA4 key events with Ads conversions, decide whether to import or use native tags, and avoid counting the same action twice as primary.
5. Add enhanced conversions
Where it fits, we enable enhanced conversions, which send hashed first-party data for better matching. Confirm privacy and consent requirements with your attorney.
6. Test thoroughly
We use Tag Assistant, GA4 DebugView and test conversions, then compare Ads, GA4 and your own order or CRM counts across several days.
7. Import offline outcomes
For lead generation, we import qualified or closed leads using click identifiers so bidding can learn from real results.
Mistakes We Help You Avoid
Common ways this goes wrong, and what we do instead.
Counting engagement as conversions
Bidding then optimizes toward cheap, meaningless actions.
Double counting from GA4 and the Ads tag
Both marked primary can inflate results.
Firing on reloadable pages
Thank-you page refreshes create duplicates.
Ignoring consent settings
Consent configuration affects what can be measured. Check with your attorney.
Frequently Asked Questions
Should I use GA4 conversions or the Google Ads tag?
Both can work. The key is picking one primary source per action so it is not counted twice. We decide based on your setup and reporting needs.
What are enhanced conversions?
They send hashed customer data you collect, such as email, to improve conversion matching. Check Google's current requirements before enabling.
Why do Google Ads and GA4 show different conversions?
Attribution models, counting methods and timing differ, so small differences are normal. We investigate large gaps.
How do I track phone calls as conversions?
Options include call extensions, call-from-ad reporting and website call tracking, with a minimum duration to count. We choose what fits your volume.
Want Help With Google Ads conversion tracking with the Google tag, GA4 and enhanced conversions?
Schedule an appointment. Tell us about your business and we will outline the safest, highest-value approach.
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