Clean conversion data is what lets Google Ads optimize toward real results. This checklist covers the setup we use on new accounts.
Step 1: Decide what counts as a conversion
List the actions that matter to the business, such as purchases, qualified leads and phone calls. Mark only those as primary conversions.
Step 2: Install Google Tag Manager
Manage every tag from one container instead of hard-coding scripts. It makes changes faster and safer.
Step 3: Configure GA4 events
- Purchase events with value and currency
- Form submissions (generate_lead)
- Click-to-call and WhatsApp clicks
- Key engagement events as secondary signals
Step 4: Add Google Ads conversion tags and enhanced conversions
Use the native Google Ads conversion tag for primary actions and enable enhanced conversions to improve match rates.
Step 5: Test before you trust
Use Tag Assistant and GTM preview mode, then compare GA4, Google Ads and your store or CRM numbers for a week.
Need help? Get a free tracking audit.