The most common problem we find when auditing Google Ads accounts isn't the bidding strategy or the ad copy — it's broken conversion tracking. When GA4 is misconfigured, when enhanced conversions are missing, when the call tracking number isn't assigned to the right campaign, the bidding algorithm has no clean signal to optimise against. It's like asking a salesperson to improve their pitch without telling them which conversations led to a sale. Every paid channel underperforms when tracking is wrong. We set up conversion tracking end-to-end — GA4, Google Tag Manager, enhanced conversions, Meta CAPI, server-side tagging, call tracking, CRM offline conversion imports — so every platform's bidding has complete, accurate signal. All setups are Privacy Sandbox and Consent Mode v2 compliant. Every event is tested in real-time before handover — we don't hand over a tracking setup we haven't verified is firing correctly.
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GA4 measures all user behaviour across your site and reports conversions. Google Ads conversions are imported from GA4 (or tagged directly via Google Ads global site tag) and used to optimise bidding. The two need to be configured in alignment — using GA4 as the conversion source in Google Ads is best practice. We configure both layers simultaneously so the data flows correctly.
Enhanced conversions sends hashed first-party customer data (email, phone, name) alongside your standard conversion event. Google uses this to match conversions back to Google account sign-ins, improving match rates in a post-cookie environment. For accounts running Smart Bidding, enhanced conversions can improve optimisation quality by 15-30% in ITP/iOS-affected browsers. It requires proper consent mode implementation.
Server-side tagging moves tag execution from the browser to a server, bypassing ad blockers and browser extension interference. It's strongly recommended for eCommerce sites where 15-25% of users may have ad blockers active, and for any site running high-value paid campaigns where signal loss materially affects bidding. We assess whether SST is justified at the scoping call.
Same four stages on every conversion tracking setup project. You'll always know what's happening this week and what's next.
30-minute chat to understand your business, your customers and what success looks like for your conversion tracking setup.
We map the work to outcomes — fixed-price scope, clear deliverables, no surprise rounds on your conversion tracking setup project.
Senior in-house team executes — you'll see real progress weekly, not a 6-week silence followed by a big reveal.
We hand over editable files, train your team, and stay on for 30 days post-launch to fix anything that needs fixing.
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