Conversion tracking setup checklist

1. List every enquiry type

Separate enquiries from possible enquiries, so reports are not inflated by curious clicks.

2. Analytics

• Create the events and mark the real enquiries as key events.
• Test each one in debug mode before trusting the numbers.
• Set data retention to suit your privacy policy.
• Exclude internal traffic from your own team.

3. Ad platforms

• Import GA4 key events into Google Ads as conversions, or use the platform's own tag, but not both for the same action, to avoid double counting.
• Mark the most valuable action as primary and the rest as secondary.
• Where possible, send offline conversions back: enquiries that became paying clients.

4. CRM

• Every form, chat and booking passes source, campaign and landing page into the CRM.
• Calls from tracking numbers create or update CRM records.
• Won deals carry the value, so revenue can be reported by source.

5. Consent

• A consent banner that blocks non-essential tracking until the visitor agrees, where the law requires it.
• Consent mode configured, so Google tags respect the visitor's choice.
• Privacy and cookie notices updated to describe what you track. See privacy-friendly analytics and cookie consent.

6. Test end to end, every month

Submit a test enquiry through every channel and check it appears in analytics, the ad platform where relevant, and the CRM with the right source. Tracking breaks silently, usually after a website change.