• Analytics · GA4

Conversion tracking: to make every application visible

Setting up conversion tracking starts not with a tag, but with a list: how many ways are you being contacted in general. Form, phone, messenger, chat, recording widget, one-click ordering — and an event for each of them instead of one goal per thank you page. Next, we remove false positives and duplicates, transfer the key event to advertising offices, so that campaigns learn from applications, and not from cheap clicks. After a month, we come back and compare the number in the report with how many calls you actually processed.

See how it works
Price
after a free audit
Guarantee
30 days after project sign-off
Where do we start?
hit map: all paths marked with what is measured and what is not
Price
after a free audit
Guarantee
30
days after project sign-off
Where do we start?
hit map: all paths marked with what is measured and what is not
Address card
2-3
working days, free of charge
Implementation after accesses
3-14
working days
A measured example of full accounting
equipment store: tag manager, GA4, Google Ads tag, call tracking, separate installment event at checkout (measurement 07/31/2026)
The quietest defect found
clinic: the tag manager code is on the page, the container is never loaded
How do we measure work?
coverage of avenues of appeal, false positives, discrepancy with reconciliation for the month
Guarantee
30
calendar days for completed work
Free audit

Free map of appeals: what is now visible and what is not

Before setting up conversions, you need to list all the ways in which you are contacted. It almost always turns out that a part of them is not counted at all - and it is because of it that the best customers come.

What we measure

  1. All ways of applying on the websiteForms, phone, messengers, chat, record widget, order in one click. On the sites we measured, there are consistently three or four of them, and usually one is measured.
  2. Does the form submit event fire?Not showing a thank you page, but an event. The thank you page gives false positives on every refresh and kills forms that are submitted without transitioning.
  3. CallsCall tracking or at least an event on a click on a number. Without it, phone calls simply don't exist in the reports.
  4. Widgets of third-party systemsWe came across a site with an online recording widget where the successful recording event wasn't set at all — meaning the project's main conversion didn't exist as a number.
  5. Double accountingThe same action recorded twice by different systems or twice by one makes the reports more beautiful. This is the quietest defect of all.
  6. Does what seems to be standing get loaded?The counter code on the page does not yet mean a working account. In our sample clinic, the tag manager snippet self-locked and the container never loaded.
  7. Communication with advertising accountsDoes the event get into the advertising cabinet and is the campaign optimized specifically for it, and not for clicks.

What you get

  • Hit map: all paths marked with what is measured and what is not.
  • A list of false positives and duplicates with an explanation of where each one comes from.
  • A scheme of events that should be implemented, divided into mandatory and desirable.
  • Conversation for 30 minutes on the document.

Timeline: 2-3 working days

Why is it free

Because the referral map is compiled in two or three days and almost always shows a channel that brought customers and was not visible in any report.

What's next

We provide an estimate for the implementation of events, communication with advertising accounts and data quality control.

Short form: your contact and site URL
Contract and paperwork

We work officially

Contract, act and invoice — for every project, not just large ones.

Trusted by6 brands

Trusted by: Kvant Energy, GYPSUN, Naturel Cosmetics, Pancer Protection, LUGI, BeeTech

Terms fixed in writing8 points

  • Contract, act and 30-day warranty

    Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.

  • Sole proprietor & bank transfer

    The contractor is a registered sole proprietor. Payment by invoice with closing documents.

  • Rights & access — yours

    Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.

  • Client portal instead of email chains

    During the project you get access to a portal: contracts, invoices, acts and project status in one place.

  • Sites in nine countries

    Our sites run in nine countries: besides Ukraine — Poland, Germany, Austria, England, Norway, Bulgaria, Moldova and Spain.

  • Verifiable numbers

    Every case in the portfolio comes with a link to a live site and a technical measurement.

  • Audit first, then pricing

    There is no price list on the site intentionally: the scope of the same work differs multiples between clients.

  • We say "no" when unsure

    If the task isn't ours or the deadline is unrealistic — we tell you upfront.

  • Contract, act and 30-day warranty

    Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.

  • Sole proprietor & bank transfer

    The contractor is a registered sole proprietor. Payment by invoice with closing documents.

  • Rights & access — yours

    Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.

  • Client portal instead of email chains

    During the project you get access to a portal: contracts, invoices, acts and project status in one place.

  • Sites in nine countries

    Our sites run in nine countries: besides Ukraine — Poland, Germany, Austria, England, Norway, Bulgaria, Moldova and Spain.

  • Verifiable numbers

    Every case in the portfolio comes with a link to a live site and a technical measurement.

  • Audit first, then pricing

    There is no price list on the site intentionally: the scope of the same work differs multiples between clients.

  • We say "no" when unsure

    If the task isn't ours or the deadline is unrealistic — we tell you upfront.

We sign NDAs on request. After completing the work, we delete our access to your services ourselves.

What affects the price

Why two seemingly identical tasks are priced differently

  • Number of access pathsOne form is a few days along with a check. The form, calls, three messengers, a widget for recording and ordering in one click - a different volume: each path is checked separately, because they also break down separately.
  • Where there is technical accessA working tag manager on the site means deployment without releases. If it is not there or it is configured blindly, the connection itself must first be set up, and this is a separate line.
  • Other people's widgetsOnline registration, reservation, calculator. One widget gives the event to the outside in a documented way, the other does not give anything - then we honestly say that this conversion will remain invisible, and we do not charge money for it.
  • CallsThe event for a click on the number is set in an hour. Call tracking with number swapping is ISP connection, source tagging and reconciliation, plus a monthly subscription on the client side.
  • How many advertising offices accept eventsOne Google Ads is simple. Google plus Meta, also with server transmission, add matching event identifiers between the browser and the server: without it, duplicates arrive.
  • Mode of consent to data collectionThe consent banner adds a signal setup step. Without it, part of the events will not get into the advertising cabinet, and the reason will not be obvious - there are simply fewer conversions without a visible breakdown.
Who it's for

Situations where this service delivers results

Scenario 1 of 5

Advertising is running, but it is not clear what she is learning

The campaign is optimized for what it is given. If no request comes to the office, she honestly looks for the cheapest clicks and finds them. Here, work begins with a key event: one action, one parameter with the type of request, and the cabinet finally sees what it pays for.

We'll review your situation in a free audit
What's included

Complete list of work and what you get as a result

  • We draw up a map of applications and record which path is measured and which is not - from this document, the entire scope of work is then calculated
  • We set the event to the fact that the form was successfully sent instead of the goal to the thank you page - forms without a transition stop disappearing from reports
  • We connect call accounting: an event on a click on a number or call tracking with substitution, if the phone gives a significant share of calls
  • We trigger events on messengers, chat and widgets of third-party systems — with an honest mark where what is technically visible ends
  • We transfer the parameters together with the event: type of request, page, source, amount if available - otherwise the report will contain a number without an explanation
  • We mark the key events by which the result is evaluated, and leave the rest as auxiliary — so that the optimization goes to one thing, and not to the sum of five
  • We remove false positives and duplicates, including the difference between browser and server events - the number becomes smaller, but suitable for solutions
  • We transfer conversions to Google Ads and Meta Ads so that campaigns are optimized for hits, not clicks
  • We check every event in debug mode before release - we don't like to turn on the counter and hope
  • One month after the implementation, we compare the events with the actual number of appeals and show the difference in percentage
  • We give a document with a scheme of events and parameters - so that the next contractor will read, and not guess
  • Guarantee of 30 calendar days for completed works
When this service isn't right

What's not included — so there are no surprises at delivery

  • Conducting advertising campaigns
  • The cost of call tracking itself as a service is a provider subscription, paid directly by you
  • Finalization of third-party widgets that do not show events in principle
  • Building end-to-end analytics with CRM is a separate service with a different term
  • The promise that the number of conversions in the reports will increase
Process steps

Transparent stages with approval at every step

Total duration:3–14 days

  1. Map of appeals and reconciliation with the fact

    1-3 working days

    We list all the ways you are contacted, check each one on the live site, and ask how many requests you handled in the past month. The difference between these two numbers is the task.

  2. Scheme of events according to your definition of appeal

    half day–1 working day

    We agree on what exactly is considered an appeal, which events are key and which are auxiliary, and which parameters go along with each. The document agrees to the implementation — retroactively renaming events means breaking the data history.

  3. Implementation

    1-5 working days

    Events for forms, calls, messengers, chat and widgets, options, key events in GA4. Where the theme of the site does not give anything, we agree on a signal on the side of the code instead of guessing by clicks.

  4. Inspection and cleaning

    half a day–3 working days

    Each event takes place in debug mode: fired once, with the right parameters, at the right time. Here we turn off the dead counters and compare the browser event with the server event by a common identifier.

  5. Transfer to advertising offices

    half a day - 2 working days

    The key event is in Google Ads and Meta Ads, campaigns are transferred to optimization based on it. We check that the event arrived and was counted once, not twice.

  6. Reconciliation in a month

    1 working day, after 30 days

    We return with the accumulated data and compare the events with the actual number of hits. Enters work and does not count against the deadline - the month just has to pass.

Did not find your case?

Describe how it works on your side — we will tell you whether “Conversion tracking” fits and what it means in your situation. No brief and no call: one question, one answer.

Cases

Tasks and results in numbers — all metrics measured by us

online store of tactical equipment, a catalog of more than 50,000 items — our external technical dimension

Task
See how the site is arranged, where the application is calculated to the end.
Solution
Analysis of the main and checkout code from the outside, without access to accounts.
Result
Measure 07/31/2026: tag manager, GA4, Google Ads tag and call tracking work together, and in the checkout a separate event of the data level marked the choice of installments - the report shows both the fact of the order and the payment method. In the same sample, six sites had no meter at all. What external measurement does not show: whether the number of events coincides with the number of job applications.

Клініка доктора Зубанова

the clinic of plastic surgery and aesthetic medicine is our external technical dimension

Task
Check before paid traffic if there is anything to fix the record.
Solution
We read the main code: the connection of the tag manager and the state of the consent mode.
Result
Measured on 07/31/2026. The inline tag manager snippet is self-blocking: the exit condition compares the ID to itself and always fires, and it also has the GA4 ID substituted for the container ID. In the code, everything is in place, the container is not loaded once - there are no events. Nearby, the consent mode is in the "denied" state by default. From the outside, it looks like "low bids" rather than a breakdown.

a natural spice brand with its own store is our external technical dimension

Task
Find out why the numbers in different reports do not agree with each other.
Solution
Listed all the counters in the page code and checked which one is alive.
Result
Working GA4, Universal Analytics, disabled by Google on July 1, 2023, and a third statistics system live on the same page. The first counts, the second does not count anything for three years, although it looks like it is working in the code, the third counts in parallel according to its own rules. Measured on 07/31/2026. This is the state of "analytics seems to be there": there is nothing to compare these data with.

The B2B spare parts catalog for industrial sewing machines is our external technical dimension

Task
Evaluate the record of appeals where the request goes by email, call or chat.
Solution
Checking counters, chat and sitemap from outside.
Result
The tag manager is up, the chat is up, the sitemap is clean: 1,992 addresses without a single duplicate on 1,848 cards and 138 categories, the first server response is 388.1 ms. At the same time, the gtag with the Universal Analytics configuration is still connected in the code, but there is no GA4 property - data was not collected anywhere for three years. Measured on 07/31/2026. The owner saw working analytics: the counter in the code is "standing".
Technologies & integrations

What we build on and what it connects to

Stack

  • GA4 — events and key events live here; shows a trend, not accounting: blockers, consent mode and cookie restrictions hide some of the visits
  • Google Tag Manager — implements events without site releases; itself does not measure anything, and if the container is not loaded, there are no events at all
  • Data layer (dataLayer) — the site reports the event itself; more reliable than a guess by click, but needs an edit in the subject
  • Google Ads conversions are what the campaign is optimized for; importing from GA4 is delayed
  • Meta Pixel is a browser event, part of which is eaten by blockers
  • Conversions API — server transfer; without a shared event ID with the pixel gives the same doubling it was supposed to save from
  • Call tracking with spoofing is the only way to see the source of the call; ISP subscription is not our job
  • DebugView — checking the event before the release; shows your browser, not everyone

Integrations

  • Google Ads
  • Meta Ads
  • call tracking
  • CRM
  • online recording systems
  • messengers
Event on the fact of the appeal against the target to the thank you page

How this option differs from the alternative

Target the thank you pageOur approach
What counts as a conversionshowing the page, which can happen even without an applicationsuccessfully accepted application, call, recording - the action itself
Refreshing the page with the browsereach update adds a conversion to the reporthas no effect: the event is sent once
Forms without switching to another pagedo not exist in reports at allcount the same as everyone else
Calls and messengersoff the recordindividual events with the access type in the parameter
What the advertising office seespage views, i.e. actually traffica key event for which impressions can be optimized
Eligibility for reconciliation with accountingdiscrepancy in times, the reason is not immediately visiblethe order of values ​​coincides with the number of processed requests
What we need from you

We can't start without this — best to prepare in advance

  1. Access to the site or to the tag manager is at the editing level, not at the viewing level.
  2. Access to GA4 and advertising cabinets where conversions should come.
  3. A list of all the ways you are contacted, including offline.
  4. Access to the widget settings of third-party systems, if the recording or booking goes through them.
  5. Your definition of the result: what exactly you consider to be appeal and what is not.
  6. A person with whom you can check the actual number of requests per month - without her, there is nothing to check the work.
If something is missing — let us know, we'll help you gather it or do it as a separate task.
FAQ

Most frequently asked questions — with concrete answers

Why can't I count conversions on the thank you page?

It is possible, and this is how it is done on most of the sites that come to us. It's just the worst possible way: the thank you page fires every time the browser refreshes, it can be opened via a direct link or found in history, and it doesn't see forms that are submitted without a transition at all. We set the event to the fact of successful sending and leave the thank you page as a backup option where there is no other way - for example, when there is no access to the form code.

We have messengers. Does that count?

A click on the messenger button is yes, the conversation itself is no, and this limit must be understood before paying for the work. You will see how many people have joined the chat, but you will not see how many of them wrote and how many bought. For most projects, such a signal is sufficient. If the messenger is your main sales channel, you need integration on the side of the messenger itself or CRM — this is end-to-end analytics, another service and another term.

Why transfer conversions to an advertising cabinet?

So that campaigns are optimized for visits, not clicks. Without a passed event, the system honestly looks for the cheapest clicks and finds them - they just don't turn into orders. One condition: the event must be one-on-one. When five different conversions go to the office without priority, the algorithm optimizes their sum, and this is no longer what you pay for.

How to understand that conversions are counted incorrectly?

Compare the number in the report with how many hits you actually handled in the month. Noticeably more in the report — look for false positives and duplicates. Noticeably less - some channels are not measured. The most common reason for duplication in our work is technical: the browser event and the server transmission are sent without a common event ID, so the ad system considers them to be two different hits. There will never be a perfect match, but the order of values ​​should converge.

Is it possible to track calls without call tracking?

Partially: by clicking on a number. This is a rough estimate—it doesn't show whether the call took place or was targeted, and it doesn't know anything about those who dialed the number manually from a business card. But it's better than zero. Full accounting is provided by call tracking with number substitution: then the source of each call is visible. Its cost is a subscription to the provider, paid directly by you, our work includes connection and marking of sources.

Will there be more after setting up conversions?

In reports—perhaps in life—no. We make visible the channels that previously brought appeals, but were simply not counted. Sometimes the opposite happens: after cleaning duplicates and dead counters, the number drops by half. Both results are normal, because the goal is accuracy, not good dynamics. If you need an increase in hits, this is advertising or work with the site, and you should also start with measurement.

We already have GA4 and tag manager. Isn't that enough?

A counter in the code and a working account are different things. In our sample clinic, the tag manager snippet self-locked due to a condition error, and the container never loaded - the site had a full set of analytics on the outside. The B2B catalog still had Universal Analytics connected, turned off in the summer of 2023, and no GA4 at all. That's why the appeals map starts with a simple question: what of it really works.

How long does setup take?

3-14 working days depending on the number of channels and accesses. One form and one counter — three days with a check in debug mode. Forms, calls, messengers, a recording widget and transfer to two advertising offices - up to two weeks, because ID reconciliation and monitoring are added. After a month, we come back and compare the events with your actual appeals; this day is included in the work and is not counted in the deadline.

Submit the website address and list the ways in which you are contacted.

In response, there is a map of appeals: what is currently being measured, what is not, where there are false positives and duplicates. If it turns out that everything is already set up correctly, you will hear exactly that.

From measured casesMeasured on 07/31/2026

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  • No commitment
  • We work under a contract

There is no price list on the site on purpose: the same work differs several times over between two clients, and a “from” figure explains nothing in that case. First a free audit — we count your pages, duplicates and speed — then we name the sum and the deadline and fix both in the contract.