How to set up conversion tracking on your site
Track conversions — purchases, signups, leads — across paid ads, organic traffic, and email so you can measure what actually drives revenue.
Conversion tracking lets you measure which marketing channels actually drive revenue, not just clicks. This guide sets up conversion tracking across Google Ads, Meta Ads, and GA4, so a single conversion is attributed correctly across all three.
Prerequisites
- • Google Ads account
- • Meta Ads (Facebook/Instagram) account
- • Google Analytics 4 property
- • Admin access to your site (or tag manager)
Steps
- 1
Define a conversion
Before tracking, define what counts as a conversion. For ecommerce: a completed purchase. For SaaS: a paid signup. For lead generation: a qualified form submission. Be specific — vague definitions create unreliable data.
- 2
Install Google Tag Manager (if you don't have it)
GTM is the central place to manage all tracking tags. Sign up at tagmanager.google.com, create a container for your site, and install the GTM snippet on every page.
- 3
Set up the GA4 base tag
In GTM, create a tag with type 'GA4 Configuration' and your GA4 measurement ID. Trigger on All Pages. Publish.
- 4
Add the GA4 conversion event
Create a tag with type 'GA4 Event'. Event name: 'purchase' (or 'signup', 'lead' depending on your conversion). Trigger when the conversion happens — typically on the thank-you / confirmation page.
- 5
Add the Google Ads conversion tag
In Google Ads, create a new conversion action. Copy the conversion ID and label. In GTM, create a 'Google Ads Conversion Tracking' tag with these values. Trigger on the same conversion page.
- 6
Add the Meta Pixel and conversion event
Install the Meta Pixel base tag (from Meta Events Manager) on all pages via GTM. Then add a Meta Pixel event tag with event 'Purchase' (or 'Lead', 'CompleteRegistration'), triggered on the conversion page.
- 7
Test in preview mode
In GTM preview mode, walk through a real conversion on your site. Confirm all three conversion tags fire on the confirmation page. Check Meta Events Manager and Google Ads conversion debugger for the matching event arriving.
- 8
Publish the GTM container
When tests pass, publish the GTM container. Conversions start appearing in each platform within a few hours — Google Ads typically shows them within 24 hours.
Notes
- • Conversion attribution differs across platforms — each platform claims credit based on its own model. The numbers won't match between Google Ads, Meta Ads, and GA4; this is expected.
- • Use GA4 as your source of truth for total conversions; use each ad platform's reporting for channel-specific optimisation.
Related guides
How to schedule social posts across multiple platforms
Plan, schedule, and publish content to Facebook, Instagram, X, LinkedIn, TikTok, and Pinterest from a single calendar.
How to choose hashtags for your social posts
Use AI hashtag suggestions as a starting point, then pick relevant hashtags for Instagram, TikTok, and X without stuffing captions.
How to build a content calendar for social media
Plan a sustainable, themed content calendar that keeps your social presence consistent without daily improvisation.
Related resources
Use case: Scale acquisition through affiliates, creators, and partners without the usual mess
Use caseMost affiliate programmes are a mess — manual tracking, late payments, generic creatives that don't convert, and no visibility into which partners are actually driving quality customers vs. one-off coupon clicks. Webanto helps you run a professional, scalable affiliate and partner programme: automated onboarding and approval, real-time performance dashboards for partners, personalised creatives and deep links, automated commission calculation and payment, and clear fraud detection so you only pay for real, high-quality customers.
Performance Analytics
ServiceWebanto vs Later: which social scheduler is right for you?
ComparisonWebanto and Later both help you plan and schedule social content, but they serve different centres of gravity. Later is a visual-first scheduler beloved by Instagram, TikTok, and Pinterest creators, with a drag-and-drop visual planner, a media library, and its own link-in-bio tool. Its pricing tiers scale by social profiles and posts. Webanto treats social as one channel inside a unified marketing platform: flat per-plan pricing, AI-assisted content, and scheduling that shares a contact and analytics model with email and content. Later is the stronger choice for visually-driven creators who live in Instagram and want the best visual planner and link-in-bio. Webanto is the better choice for businesses that want social scheduling unified with email and content, at a flat price, rather than a standalone visual tool.
Webanto vs Hootsuite: enterprise vs unified marketing platform
ComparisonHootsuite is one of the oldest enterprise social media management platforms, with a mature engagement inbox, advanced approval workflows, and a long-established agency-and-enterprise customer base. Webanto is a unified marketing platform with social, email, and content tools sharing a single workflow engine, contact model, and analytics layer. Hootsuite is the better choice for large social-only teams needing approval flows. Webanto is the better choice if you want one platform across email, social, and content with simpler pricing.
How to Enhance User Experience with Digital Experience Analytics
BlogBoost your website’s performance with digital experience analytics! 📊🚀
The Role of Digital Analytics in Personalizing Customer Journeys
BlogUnlock personalized journeys with digital analytics! 🚀📊 Learn more now!
Browse all guides
See every how-to guide we've published — across email, SEO, ecommerce, and social media.