Conversion Tracking Setup
Conversion Tracking That Shows
Exactly What's Generating Leads
If you don't know which campaigns, keywords, or pages are producing leads, you're making marketing decisions in the dark. We set up conversion tracking across your website, your ads, and your phone calls — so every lead is attributed to its source and every marketing dollar is accounted for.
Overview
What conversion tracking covers and why it's foundational.
Conversion tracking is the infrastructure that makes data-driven marketing possible. Without it, you have pageviews and clicks. With it, you have a clear picture of which specific campaigns, keywords, ads, and pages are producing actual business outcomes — form submissions, phone calls, appointment bookings, purchases.
We implement conversion tracking using Google Analytics 4, Google Tag Manager, and call tracking tools — setting up events for every meaningful action on your site and connecting that data back to your ad platforms. The result is a clear attribution picture: this keyword produced this many leads at this cost. This is what allows intelligent budget allocation, intelligent SEO prioritization, and intelligent content strategy.
What's Included
Everything you get.
Google Analytics 4 setup
GA4 properly installed, configured, and verified — with the correct data stream, enhanced measurement, and custom event tracking for your specific conversion actions.
Google Tag Manager implementation
GTM container installed and configured as the tag management layer — making future tracking changes fast and code-free for your marketing team.
Form submission tracking
Every lead capture form on your site tracked as a conversion event — with confirmation that the data is flowing correctly into both GA4 and Google Ads.
Phone call tracking
Dynamic number insertion that tracks which campaigns and pages drive phone calls — the most common and most under-tracked conversion for service businesses.
Google Ads conversion import
GA4 conversions imported into Google Ads so the bidding algorithm can optimize toward actual leads rather than just clicks.
Verification & testing
Every tracking implementation tested and verified using GA4 debug mode and Tag Manager preview — no assumptions that it's working, confirmed proof that it is.
Why Sherwood
Why businesses choose us.
We implement in your actual site
Conversion tracking requires code. We implement directly — no handing a spec to a developer who might get it wrong.
Phone calls are conversions too
For service businesses, phone calls are often the most valuable conversion and the most commonly untracked. Call tracking is standard in our setup, not an afterthought.
Built for ad optimization
We set up tracking with Google Ads optimization in mind — the right conversion actions imported with the right attribution window so smart bidding has what it needs to work correctly.
Future-proofed with GTM
With Google Tag Manager in place, adding or modifying tracking in the future takes minutes instead of developer time. One setup that keeps working as your marketing evolves.
Clear documentation
You receive full documentation of what's tracked, how it's tracked, and where to find the data — so anyone who manages your marketing going forward knows what's in place.
Ongoing support
Tracking can break when sites change. We're available to audit and fix tracking issues as your site evolves.
FAQ
Common questions.
Do I need Google Tag Manager or can I just use GA4?
GA4 can be implemented without GTM, but GTM makes future tracking changes dramatically easier. We recommend GTM for any business running paid ads or likely to add more tracking over time — it pays for itself in the first tracking change you need to make.
What's the difference between GA4 and Universal Analytics?
Universal Analytics (UA) was deprecated by Google in 2024. GA4 is the current and only version of Google Analytics. If you're still using a UA property, it's no longer collecting data and needs to be replaced.
How do I know if my current tracking is working correctly?
Common signs of broken tracking: conversion numbers that seem too low, conversions stuck at zero in Google Ads, phone call leads not attributed to any campaign, or GA4 showing no events beyond pageviews. We offer a tracking audit to diagnose and fix existing implementations.
Can you track calls that don't come through the website?
Dynamic number insertion tracks calls from specific web sources. For tracking calls from offline sources (print, direct mail, word of mouth), we set up additional static tracking numbers. We'll design the attribution system around your specific lead sources.
Get Started
Free mockup.
No commitment.
Fill out the form and we'll build a real mockup of your site within 48 hours. No invoice. No pressure. Just a real design for your real business — before you spend a cent.