Glossary
What is Conversion tracking?
Setting up your site and ads so every call, form and booking is counted and traced back to the ad, post or search that brought it.
Also written as conversion tag.
Without conversion tracking, you know how much you spent but not what it brought in. With it, every lead is tied to its source: this booking came from a Google search, that call from a Facebook ad, this form from a guide shared on LinkedIn.
How it is usually done
A tag such as GA4, the Meta pixel or the Google Ads tag on the site records actions like form submissions, calls and bookings. Server side connections, such as Meta’s Conversions API, make the counting more reliable when browsers block scripts.
Why it pays for itself
Ad platforms use these signals to find more people like the ones who converted, so tracking well does not only measure your marketing, it makes it work better.