Conversion Tracking SOP
You can't fix what you can't measure. Tracking is how we find out which ads actually make money. Updated Nov 4, 2025
The Basics
Google Tag Manager (GTM) = your control center. It's one tag that manages all your tracking (Google Ads, Meta, etc.).
Instead of adding code to your site every time you want to track something, you install GTM once, then manage everything from there.
Google Ads Setup (Simple Version)
- In Google Ads, make a "conversion action" (like Form Submitted).
- Grab the Conversion ID and Label Google gives you.
- In GTM → add a Conversion Linker tag (fires on all pages).
- Add a Google Ads Conversion tag with that ID + Label.
- Set the trigger (e.g. when someone hits the "Thank You" page).
- Test in GTM Preview. Make sure the tag fires when the form is filled.
Meta (Facebook/Instagram) Setup (Simple Version)
- Create a Pixel in Meta Ads Manager.
- In GTM, add it as a Custom HTML tag (paste the code).
- Fire it on all pages for basic tracking.
- For form leads, add a separate tag (Meta "Lead" event) on the thank-you page.
- Test it with Meta's "Test Events" tool.
What to Track
- Leads / Form Submits — The most important conversion.
- Phone Calls — If you use CallRail or Google Forwarding Numbers.
- Button Clicks / Calendly Bookings — Micro-conversions that indicate intent.
- Offline Conversions — If you close deals later and want to tell Google/Meta.
Pro Tips
- Track quality, not clicks: It's better to track 10 real leads than 100 fake ones. Use server-side tracking or enhanced conversions if possible.
- Test everything: Use GTM Preview mode and Meta Test Events to make sure tags fire correctly before spending money.
- Use conversion values: If some leads are worth more (higher ticket service, better location), assign values so Google/Meta can optimize for revenue, not just volume.
- Enhanced conversions: Google's enhanced conversions pass hashed email/phone data back to improve attribution. Set it up if you can.
Common Mistakes
- Tracking the wrong page: Don't fire conversion tags on the form page — fire them on the thank-you page after submission.
- Duplicate tracking: If you have GTM + hardcoded pixels, you'll double-count conversions. Pick one method.
- No testing: If you don't test in preview mode, you won't know it's broken until you've wasted budget.
Quick Checklist
- GTM container installed on all pages
- Conversion Linker tag added (Google Ads)
- Google Ads conversion tag fires on thank-you page
- Meta Pixel base code fires on all pages
- Meta Lead event fires on thank-you page
- Tags tested in GTM Preview + Meta Test Events
- Conversions showing in Google Ads + Meta within 24 hours