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Digital Marketing
Conversion tracking records when a visitor completes a valuable action, like a purchase or enquiry, and links it back to the ad or channel that sent them.
It is set up with tags or server-side connections in Google Ads, Meta, and GA4. Each conversion can carry a value, such as the order total.
Ad platforms use these signals to optimise automatically, so missing or duplicated conversions mislead both your reports and the bidding algorithms.
Example
After tracking is fixed to count only real form submissions instead of every page view, the reported CPA rises, but campaigns start optimising toward real leads.
Why it matters
Without reliable conversion tracking, you cannot know which campaigns work, and automated bidding has nothing to learn from.
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Digital Marketing
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