Tracking & Conversion Setup Guide

Google Ads Conversion Tracking

Setup Checklist

• [ ] Google Ads conversion tag installed (gtag.js or GTM)
• [ ] Primary conversion action defined (usually form submit or purchase)
• [ ] Secondary/observation conversions set up (page views, time on site)
• [ ] Attribution model selected (recommend data-driven if 300+ conversions/month)
• [ ] Conversion window set appropriately (default 30 days for B2B, 7 for e-commerce)
• [ ] Include in conversions toggle set correctly

Attribution Models

Model	Best For	Minimum Conversions
Data-driven	High-volume accounts	300/month
Position-based	B2B with long sales cycle	Any
Last click	Simple e-commerce	Any

Offline Conversions

For B2B accounts with CRM data:

1. Set up GCLID capture on forms
2. Store GCLID in CRM against lead record
3. Upload conversions via API or manual CSV
4. Recommended upload frequency: daily

LinkedIn Conversion Tracking

Setup Checklist

• [ ] LinkedIn Insight Tag installed on all pages
• [ ] Conversion events defined in Campaign Manager
• [ ] URL-based or event-specific tracking configured
• [ ] Conversion window set (default 30 days post-click, 7 days post-view)

Cross-Platform Consistency

Best Practices

• Use consistent naming conventions across platforms
• Track the same conversion events everywhere
• Use UTM parameters for all paid traffic
• Set up a single source of truth (CRM or analytics platform)

UTM Convention

utm_source={platform}
utm_medium=cpc
utm_campaign={campaign_name}
utm_content={ad_name}
utm_term={keyword}

Audit Process

Run tracking audit: python api/google-ads/pull-conversions.py --customer {slug}

Review:

1. Are all conversion actions firing?
2. Is the primary conversion correctly set?
3. Are secondary conversions excluded from bidding?
4. Is the attribution model appropriate?
5. Are offline conversions being uploaded?