01
Analyse
Website & Landing Page Review
We review the pages receiving traffic, important CTAs, forms, content, mobile experience and the paths visitors can take before converting.
Analytics & Tracking
Conversion Tracking Services
Track What Your Customers Actually Do.
Then use the data to understand what is working, what is being missed and where your campaigns can perform better.
BrandSiix builds conversion tracking systems using Google Analytics 4, Google Tag Manager and advertising-platform measurement to track meaningful website actions, from lead forms and calls to WhatsApp clicks, video engagement, downloads, bookings and other valuable customer interactions.
MEASUREMENT FOR
Google Ads
•
Meta Ads
•
LinkedIn Ads
•
Website Analytics
Traffic
Campaign Click
LIVE
↓
WEBSITE / LANDING PAGE
Customer Journey
FORM
Lead Submit
WA
WhatsApp Click
CALL
Phone Click
▶
Video View
PDF
Download
CTA
Button Click
↓
GA4
Analytics
+
GTM
Tag Manager
↓
G
Google
M
Meta
in
LinkedIn
THE PURPOSE
Better Data.
Better Campaign Decisions.
✓
TRACK MORE THAN
Just Form Submissions
Clicks Are Not the Full Story
If You Only Track Leads, You’re Missing Most of the Journey.
A form submission is important, but it is rarely the only signal that tells you whether your website and campaigns are working. Visitors often take several meaningful actions before they are ready to enquire, book or buy.
THE BRANDSIIX VIEW
The final conversion matters.
The journey toward it gives us context.
WhatsApp Click
Phone Call
Video Engagement
Brochure Download
CTA Click
Pricing Page View
Meeting Booking
Form Submission
CUSTOMER JOURNEY
One Visit. Multiple Signals.
LIVE DATA
1,000
Landing Page Visitors
Campaign traffic arrives
430
Engaged Visitors
Meaningful interaction begins
180
Video Engagement
Visitor consumes key content
96
High-Intent Page Views
Pricing, service or product interest
54
CTA Interactions
Call, WhatsApp, download or enquiry
12
Lead Submissions
The final tracked conversion
CONVERSION
988 visitors did not submit the form.
That does not mean they gave us no useful information.
Not Sure What Your Website Should Be Tracking?
We’ll identify the actions that matter before setting up the tags.
Audit My Tracking
→
Our Conversion Tracking Approach
We Don’t Start With GTM. We Start With Your Website.
Good tracking starts with understanding what a visitor is expected to do. Before creating tags and triggers, we analyse the website or landing page, campaign objective, customer journey and the actions that actually indicate interest or conversion.
STRATEGY BEFORE TAGS
Tracking should reflect the customer journey,
not just what is easiest to configure.
Website
→
Journey
→
Measurement
02
Understand
Campaign Objective
We understand what Google Ads, Meta, LinkedIn or another campaign is trying to achieve so the tracking supports the actual marketing objective.
03
Define
Measurement Plan
We decide which actions should be tracked, how events should be named and which signals are useful for reporting, optimisation or both.
04
Implement
GA4 & GTM Setup
Tags, triggers, variables and event parameters are configured so meaningful website interactions can be measured consistently.
05
Connect
Advertising Platform Tracking
Relevant conversions are connected with advertising platforms so campaigns can receive the signals needed for measurement and optimisation.
06
Test
Testing & Quality Assurance
We test events before relying on the data, checking that the right action fires at the right time and avoiding duplicate or misleading conversions.
Analyse the Experience
→
Define the Signals
→
Implement the Tracking
→
Validate the Data
→
Improve Decisions
Website & Conversion Event Tracking
A Form Submission Is Only One Conversion.
Depending on the website and campaign objective, we can measure the actions that show how visitors engage before, during and after the final conversion, giving your marketing team a much clearer picture of the customer journey.
Lead & Contact Actions
Direct Conversion Actions
Track the actions where a visitor directly contacts, enquires, books or submits information to your business.
Communication Tracking
Calls, WhatsApp & Contact Clicks
Not every lead uses a website form. We can measure important communication actions that take visitors into another channel.
Content Engagement
Video & Download Tracking
Measure whether visitors are consuming important content, not simply whether the page loaded.
Website Behaviour
High-Intent Website Interactions
Track interactions that help explain which pages, messages and calls to action are moving visitors further through the journey.
REAL TRACKING EXAMPLE
ONE WEBSITE, MULTIPLE SIGNALS
Tracking Should Reflect How People Actually Convert.
A real conversion setup can contain different actions such as calls, form submissions, contact-page interactions, PDF downloads, enquiry buttons and WhatsApp clicks, rather than treating every visitor journey as identical.
01
Business Outcomes
Macro Conversions
These are the actions closest to a meaningful business result and are often the strongest signals for campaign measurement.
Lead Submission
Purchase
Demo Request
Booking
Qualified Call
02
Intent & Engagement
Micro Conversions
These actions help explain visitor intent and behaviour, even when the final lead or purchase has not happened yet.
Video Engagement
Brochure Download
CTA Click
WhatsApp Click
Pricing View
We don’t automatically treat every event as a campaign conversion.
We distinguish between signals that should support campaign optimisation and signals that are better used for analysis, reporting and understanding user behaviour.
Are Your Campaigns Seeing the Right Conversions?
We can review what is being tracked, what is missing
and which signals actually matter.
Check My Tracking
→
GA4 & Google Tag Manager Setup
Measure the Journey. Not Just the Page View.
Google Analytics 4 and Google Tag Manager work together to create a more useful measurement setup. GTM helps us capture meaningful website interactions, while GA4 helps organise, analyse and compare those signals across the customer journey.
STEP 01
Website & Landing Page
We first identify the interactions that indicate engagement, intent or conversion.
FORM
Lead Submit
WA
WhatsApp
CALL
Phone Click
▶
Video View
PDF
Download
CTA
Button Click
The website action comes first. The tracking should follow the journey.
STEP 02
Google Tag Manager
GTM becomes the measurement layer where we configure how important interactions should be detected and passed to the appropriate analytics or advertising platform.
01
Tags
What information should be sent
02
Triggers
When the tracking should fire
03
Variables
Additional values and context
04
Event Parameters
Details that make the event more useful
STEP 03
Google Analytics 4
GA4 helps organise the events into a broader view of acquisition, engagement and conversion so we can understand how visitors arrive and what they do afterwards.
01
Event Analysis
Understand important visitor actions
02
Key Events
Highlight important business outcomes
03
Traffic & Landing Pages
Compare where visitors come from
04
Journey Analysis
Connect acquisition with onsite behaviour
CLEAN EVENT ARCHITECTURE
The Event Name Should Tell Us What Actually Happened.
Clear naming and useful parameters make reporting easier to understand and help reduce confusion when the same website contains several forms, CTAs, downloads or landing pages.
EVENT
brochure_download
+
PAGE
product-page
+
FILE
brochure.pdf
01
Cleaner Data
Avoid unnecessary or duplicate events that make reporting difficult.
02
Better Context
Know which page, CTA or interaction generated the event.
03
Better Reporting
Build reports around meaningful actions instead of raw page views.
04
Campaign Ready
Prepare relevant conversion signals for advertising platforms.
Google Ads Conversion Tracking
Give Google Ads Better Signals to Work With.
If every action is treated as the same conversion, campaign data can become difficult to interpret. We structure Google Ads conversion tracking around the actions that matter to the business and the purpose each signal should serve.
01
WEBSITE
Visitor Takes Action
Lead, call, WhatsApp click, purchase, booking or another meaningful interaction.
02
MEASURE
Conversion Fires
The correct Google Ads conversion action is triggered through the measurement setup.
03
CLASSIFY
Define Its Purpose
Decide whether the signal should influence optimisation or primarily support analysis.
04
OPTIMISE
Better Campaign Decisions
Campaigns can be evaluated around meaningful business outcomes instead of clicks alone.
Conversion Architecture
Different Actions Can Be Measured Separately.
Instead of sending every interaction into one generic conversion, we can configure separate Google Ads conversion actions so reporting provides a clearer view of what visitors actually did.
FORM
Lead Form Submission
Direct enquiry or lead
CALL
Phone Conversion
Calls or phone interactions
WA
WhatsApp Interaction
Visitor starts a conversation
PDF
Brochure Download
Content engagement signal
DEMO
Demo or Meeting Request
High-intent business action
BUY
Purchase
Ecommerce transaction
SIGNAL STRATEGY
Not Every Event Should Tell Google the Same Thing.
Primary Conversion
Used for the business outcomes a campaign is intended to optimise toward when that conversion goal is selected.
Lead
Purchase
Demo
Booking
Secondary Conversion
Useful actions can still be measured without automatically giving every event the same optimisation role.
Download
Video
CTA Click
Engagement
✦
The correct setup depends on the campaign objective. We decide which actions should influence optimisation and which are better kept as additional insight.
Enhanced Conversions
Improve Conversion Matching With First-Party Data.
Where appropriate and implemented with the required privacy and consent considerations, Enhanced Conversions can supplement standard conversion measurement using first-party customer information collected during the conversion process.
✓
Uses customer-provided information such as an email address or phone number when available.
✓
Data is securely hashed before being sent for matching.
✓
Supplements existing conversion measurement rather than replacing the underlying conversion event.
ENHANCED CONVERSION FLOW
SECURE MATCHING
CUSTOMER
Completes a Conversion
Form / Purchase
FIRST-PARTY DATA
Customer-Provided Details
Email / Phone
PRIVACY-SAFE PROCESS
Data Is Hashed
SHA-256
GOOGLE ADS
Improved Conversion Matching
Measurement
FOR LEAD GENERATION BUSINESSES
The Website Lead Does Not Have to Be the End of Measurement.
Ad Click
→
Lead
→
MQL
→
SQL
→
Opportunity
→
Customer
For businesses with a longer sales cycle, measurement can also be designed around CRM and offline outcomes so marketing analysis can move closer to lead quality and revenue, not just lead volume.
Is Google Ads Optimising Toward the Right Actions?
We can audit your conversion goals, tracking setup
and Enhanced Conversions configuration.
Audit My Google Ads Tracking
→
Conversion Tracking Implementation
Build It. Test It. Then Trust the Data.
Tracking should be tested before campaign decisions are made from it. We implement the measurement setup, validate the important events and check that conversions behave correctly across the customer journey.
AUDIT
Review Existing Setup
Check current GA4, GTM, pixels, conversion actions and website behaviour.
PLAN
Define Measurement
Map the events, conversions and parameters that need to be captured.
IMPLEMENT
Configure Tracking
Build tags, triggers, variables and platform conversion tracking.
TEST
Validate Events
Confirm the correct event fires only when the intended action occurs.
VERIFY
Platform QA
Check that GA4 and advertising platforms are receiving the expected data.
MONITOR
Review After Launch
Watch the live setup for unexpected gaps, duplicate events or tracking issues.
QUALITY ASSURANCE
The tag firing is only the beginning.
GTM Preview
GA4 Debugging
Event Validation
Duplicate Checks
Desktop
Tablet
Mobile
WHO THIS SERVICE IS FOR
Built for Businesses That Need Better Visibility Into Marketing Performance.
Whether you are generating leads, selling online or running multi-platform campaigns, accurate tracking helps connect media activity with what visitors actually do on the website.
B2B Lead Generation
Ecommerce Brands
SaaS Companies
Service Businesses
Local Businesses
Paid Media Campaigns
Website Redesigns
New Landing Pages
Not Confident Your Current Tracking Is Accurate?
We can audit the setup before you make more campaign decisions from the data.
Audit My Tracking
→
Conversion Tracking FAQ
Questions About Analytics & Tracking?
From Google Tag Manager and GA4 event tracking to advertising conversions and Enhanced Conversions, here are some of the questions businesses commonly have before improving their measurement setup.
01 What is conversion tracking?
Conversion tracking measures meaningful actions visitors take
after reaching your website, such as submitting a lead form,
making a purchase, calling your business, clicking WhatsApp,
downloading a brochure or booking a meeting.
02 What is Google Tag Manager used for?
Google Tag Manager helps manage tracking tags, triggers and
variables from one measurement layer. It can be used to detect
website interactions and send relevant data to platforms such
as GA4, Google Ads and other marketing tools.
03 What is GA4 event tracking?
GA4 event tracking records specific user interactions instead
of looking only at page views. Events can represent actions
such as form submissions, downloads, video engagement,
CTA clicks and other meaningful website behaviour.
04 Can you track WhatsApp clicks, phone calls and downloads?
Yes. Depending on how the website is built, we can configure
tracking for WhatsApp clicks, phone interactions, email clicks,
PDF or brochure downloads and other important actions that
happen before or instead of a traditional form submission.
05 Can video views be tracked on a website?
Yes. Where the video technology allows it, tracking can be
configured for actions such as video starts, progress milestones
and completed views. This can help reveal engagement even when
a visitor does not immediately submit a lead form.
06 What is Google Ads conversion tracking?
Google Ads conversion tracking connects important actions back
to advertising activity. Different actions can be measured
separately so you can understand whether campaigns are driving
leads, purchases, calls or other valuable outcomes.
07 What are Google Ads Enhanced Conversions?
Enhanced Conversions can supplement standard Google Ads
conversion measurement using securely hashed first-party
customer information collected during a conversion, where
appropriate and implemented with the required privacy and
consent considerations.
08 Can you set up Meta and LinkedIn conversion tracking too?
Yes. We can configure relevant website conversion measurement
for platforms such as Meta and LinkedIn, including the required
website tags, pixels and conversion events based on the campaign
and customer journey.
09 Can you fix an existing tracking setup?
Yes. We can audit an existing GA4, Google Tag Manager and
advertising-platform setup to identify missing events,
duplicate conversions, incorrect triggers, attribution issues
and other measurement problems.
10 Do you also review the landing page?
Yes. Tracking is only one part of campaign performance.
We can review the landing page or website journey to identify
problems with forms, CTAs, mobile usability, redirects,
UTM preservation, tracking compatibility, SEO structure
and the overall conversion experience.
STILL NOT SURE WHAT NEEDS TO BE TRACKED?
We can review the website first and build the measurement plan around your actual customer journey.
Talk to BrandSiix
→
Let’s Build Something That Performs
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