Conversion tracking measures when users complete desired actions (purchases, sign-ups, enquiries). Without it, you cannot know which marketing efforts actually work.

What to Track

View Conversion Types

Macro Conversions: Primary goals (purchases, qualified leads)
Micro Conversions: Secondary actions (email sign-ups, add to cart, video views)
Engagement: Time on site, pages per session, scroll depth

Essential Tracking Setup

  • Google Analytics 4 with ecommerce tracking
  • Google Ads conversion tracking
  • Meta Pixel with Conversions API
  • Platform-specific pixels (TikTok, LinkedIn, etc.)
  • Google Tag Manager for management

Common Tracking Mistakes

  • Not tracking conversions at all
  • Tracking the wrong actions
  • Duplicate conversion counting
  • Not passing revenue values
  • Broken tracking after site changes
  • Ignoring cross-device journeys

Testing Your Tracking

Regularly test conversions fire correctly. Use Google Tag Assistant, Meta Pixel Helper, and complete test purchases. Accurate data is the foundation of all optimisation.