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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.

Time: 2 hoursDifficulty: Intermediate

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. 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. 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. 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. 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. 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. 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. 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. 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.

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