Conversion tracking
sales and lead measurementConversion tracking means measuring the events that matter to the business, sales, leads and bookings, and connecting them to the channels that produced them. It is the foundation of all data-driven marketing: without it, budget decisions are guesses.
Good to know
Tracking builds in three layers: analytics (GA4) forms the overall picture, ad platform pixels feed optimisation, and Tag Manager manages both. Events get values so euros do not vanish on the way: even a lead gets a value through the close rate.
The state of tracking decides everything built on it: ad algorithms optimise what they are fed, and reports are only as reliable as the measurement. That is why tracking is tested after every change and audited twice a year.
IN PRACTICE
The parts of working tracking
Defined conversions with values
Sale, lead, booking and call as events carrying euro values. Micro and macro conversions kept apart.
Per-channel feeds
Every ad platform gets conversion data for its own optimisation through the pixel and a server API.
One source of truth
Decisions come from one place, typically GA4 or the CRM. Platform numbers serve platform optimisation.
PITFALLS
Two tracking mistakes
Everything counts as a conversion
When scrolls and button clicks count as conversions, the algorithm optimises noise. A conversion is an event you would pay for.
Tracking breaks silently
A site update drops a tag and nobody notices for weeks. An automatic alert on falling conversions belongs to the basic kit.
FREQUENTLY ASKED
Frequently asked questions
Where does conversion tracking start?+
Define the 1–3 most important conversions and their values, install measurement with Tag Manager and test every event yourself. Only then start advertising.
How is a lead given a value?+
Average sale margin times the close rate: if every fifth lead brings 1,000 € of margin, a lead is worth 200 €.
What are offline conversions?+
Sales that close outside the web: phone, store, a salesperson’s signature. They are imported from the CRM so channels’ true returns show.
How often should tracking be checked?+
An event test after every site change and a full audit twice a year. Broken tracking is otherwise noticed only when results collapse.
Why did conversions suddenly double?+
Typically a tag fires twice after a site change, or the same conversion is measured by two tools. Deduplication and testing fix it.
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Maintained by the VSCY editorial team · Updated 6 Aug 2026 · Part of the marketing glossary (99 terms)
