London, UK · Serving UK/EU · GBP pricing
Conversion tracking. Set up correctly, tested properly, trusted completely.
Conversion tracking across GA4, Google Ads, Meta, LinkedIn, and beyond.
Most businesses have conversion tracking in place. Most businesses also have at least one conversion tracking problem they do not know about — a conversion firing twice, a purchase event missing transaction data, or attribution breaking at the payment gateway so every completed sale shows as Direct traffic.
Marc Alexander is an independent conversion tracking consultant based in London with nine years' experience implementing and fixing conversion tracking across GA4, Google Tag Manager, and the ad platforms that depend on accurate conversion signals to optimise spend.
What is included.
Conversion Tracking Audit · £175 to £400
A focused review of every conversion being tracked across GA4 and any ad platforms in use. Marc identifies what is firing correctly, what is duplicating, what is missing, and what is firing at the wrong point. Delivered as a prioritised written report with recommended fixes.
Conversion Tracking Setup — Single Platform · £400 to £700
Conversion tracking implemented correctly in GA4 plus one ad platform: Google Ads, Meta, LinkedIn, or similar. Includes proper event parameters, trigger conditions, deduplication logic, consent integration, and end-to-end QA.
Conversion Tracking Setup — Multi-Platform · £600 to £1,200
GA4 plus two or more ad platforms. Includes Meta Pixel and Conversions API where relevant, cross-domain and payment gateway configuration, Consent Mode v2, and alignment across platforms so each one is working from a consistent conversion signal.
Conversion Tracking Rebuild · £800 to £1,500
For businesses inheriting broken, duplicated, or unreliable conversion tracking across multiple platforms. Marc audits the current state, removes what should not be there, rebuilds what needs rebuilding, and documents everything so the setup is maintainable going forward.
Why conversion tracking breaks and why it matters.
Duplicate conversions inflate conversion counts and deflate reported cost per acquisition. Paid media looks more efficient than it is. Smart bidding algorithms train on a noisy signal and optimise toward the wrong thing.
Missing conversions mean marketing channels that are genuinely driving results get no credit. Budget moves away from what is working because the data does not show it working.
Attribution breaking at checkout happens when a user is redirected to an external payment page or a different subdomain and the session breaks. GA4 records the conversion as Direct. The actual acquisition channel, whether that is paid search, paid social, or email, gets nothing.
Platform disagreement between GA4, Google Ads, and Meta is partly a methodology difference and partly a tracking problem. The methodology difference cannot be eliminated. The tracking problem can.
Platforms Marc works across.
GA4: the central measurement layer. Conversion events configured with correct parameters, trigger conditions, and deduplication logic, feeding cleanly into reporting, attribution, and BigQuery export.
Google Ads: conversion actions set up and verified, imported from GA4 or implemented directly via GTM. Enhanced conversions configured where appropriate so Google Ads optimises toward conversions that reflect actual business outcomes.
Meta: Pixel implementation via GTM combined with Conversions API for server-side redundancy. Event matching configured to maintain conversion visibility as browser privacy restrictions reduce the reliability of client-side tags.
LinkedIn: Insight Tag and conversion events for B2B businesses where LinkedIn is a meaningful acquisition channel. Mapped to conversion actions that reflect genuine lead quality.
Other platforms: TikTok, Pinterest, and programmatic platforms where needed. The same principles apply regardless of platform: accurate firing, correct parameters, tested end-to-end.
Proof: what this looks like in practice.
Knight Frank — conversion tracking from website to closed deal
Knight Frank needed conversion tracking that connected GA4 enquiry events directly to LeadPro CRM, attributing every conversion back to the specific marketing source and campaign that generated it.
Marc implemented GTM-based tracking using unique conversion IDs that stitched GA4 events to CRM records.
The tracking infrastructure supported a 27% increase in qualified leads after funnel analysis identified and fixed 80% abandonment on a key enquiry form.
Read the Knight Frank case study
The Super Prime — e-commerce conversion tracking without backend infrastructure
The Super Prime needed purchase and enquiry conversion tracking with no existing data layer and limited development resource.
Marc built tracking through GTM that inferred transaction data from page structure and network traffic, generating correctly formatted GA4 purchase events without any backend code changes.
Deployed in under two weeks, saving an estimated £10,000 to £15,000 versus a traditional backend implementation.
Read The Super Prime case study
Frequently asked questions.
How do I know if my conversion tracking is broken?
Common signs include conversion counts that do not match your CRM or payment processor, unusually high or low conversion rates, Direct traffic dominating in GA4 despite active campaigns, or platform disagreement between GA4, Google Ads, and Meta that seems too large to be a methodology difference. The audit exists to answer this definitively.
Can you fix conversion tracking without disrupting what is already working?
Yes. Marc audits the current setup before making any changes, tests everything in GTM Preview and platform diagnostic tools, and deploys incrementally. The goal is accurate tracking without creating new problems in the process.
Do you set up enhanced conversions for Google Ads?
Yes, where appropriate. Enhanced conversions improve accuracy by supplementing standard conversion tags with hashed first-party data, which helps Google match conversions more reliably in a cookieless environment.
What is the Meta Conversions API and do I need it?
The Conversions API sends conversion data directly from your server to Meta rather than relying entirely on the browser-side Pixel. As browser privacy restrictions reduce Pixel reliability, the Conversions API provides redundancy so Meta continues to receive the conversion signal it needs to optimise campaigns. For most businesses running meaningful Meta spend, it is worth implementing.
Does conversion tracking setup include documentation?
Yes. Every engagement includes documentation covering what has been implemented, how it works, and how to make common changes. This is not an afterthought — it is part of what makes a setup maintainable.
How does this relate to the GA4 audit?
The GA4 audit covers the full 38-point review of a GA4 property including tracking, e-commerce, cross-domain, integrations, consent, and attribution.
The conversion tracking audit is narrower in scope and focused specifically on whether conversions are firing correctly and consistently across platforms. For businesses that want a complete picture of their GA4 setup, the full audit is the better starting point.
Talk to Marc about your conversion tracking.
If your conversion data does not look right, or if you want to be confident it is accurate before making media spend decisions based on it, book a free 30-minute consultation.
Book Your Free 30-Minute Consultation
He'll be honest if the existing setup is salvageable or if starting fresh makes more sense.