Service · Tracking
Conversion tracking and Google Tag Manager
If phone calls, WhatsApp messages and form submissions are not counted as conversions, Google is optimising your budget against nothing.
The problem with untracked conversions
Smart bidding works on the data you give it
What usually goes uncounted
Click-to-call links. WhatsApp buttons added by a plugin. Forms that fire on page load instead of on successful submission, so every visitor counts as a lead.
For most industrial businesses the phone is the main channel, and it is the one most often left untracked.
What that does to your budget
Google shifts spend toward whatever it can measure. If it cannot see your phone calls, it optimises for something else, and the campaigns actually producing work get starved.
No amount of bid adjustment fixes this. The measurement has to be right first.
What I build
Tracking that reflects what actually happened
Container build or audit
A clean Tag Manager container, or an audit of the existing one: orphan tags, duplicate firing, paused tags nobody removed, and hardcoded tags bypassing the container entirely.
Phone click tracking
Every tel: link on the site, tracked as a conversion and verified firing in Preview mode before it goes live.
WhatsApp click tracking
Floating buttons and inline links, including the plugin-generated ones that most setups miss.
Form submissions
Fired on genuine submission, not on page load or button click. Tested with a real submission to confirm the enquiry actually arrives.
Import into Google Ads
Conversions marked as key events in GA4 and imported into Ads, so bidding runs on real outcomes. Duplicate and dead conversion actions removed.
Verification
Preview mode testing, network inspection, and a check that each action counts once. You get evidence that it fires, not an assurance.
Get in touch
Start with an audit. You’ll know what your account is actually doing.
Written findings, and a quote for the remediation. No obligation to take the quote.