Analytics and Conversion Tracking Setup
We build a measurement system you can trust: every lead, call and sale is recorded once, reaches GA4 and Google Ads, and becomes a signal for optimizing your ads.
Basic analytics: GA4, GTM, Google Ads conversions, Consent Mode, enhanced conversions: from ₴6,500
Google Tag Assistant on molaradental.ua: after the form is sent, a generate_lead event appears and three tags fire on it — a GA4 event, a Google Ads conversion and enhanced conversions.
GA4 DebugView for the Molara Dental site: events arrive in the stream one by one, the last one is generate_lead, a key event; the right panel shows its parameters: form, service and page.
Google Ads, Conversions: three Molara Dental conversion actions — website lead, call from ads and the GA4 import — switch one by one to “Recording conversions”, with enhanced conversions turned on.
A Looker Studio report for Molara Dental: scorecards with leads, calls, spend and cost per lead, a daily leads chart and a channel table.
Without accurate data, your ads are flying blind
Google advertising is driven by algorithms, and algorithms learn from the conversions you send them. If the data is incomplete, duplicated or counts the wrong things, Smart Bidding diligently optimizes in the wrong direction, and you make decisions based on misleading reports. Analytics isn't an add-on to advertising. It's the foundation.
Algorithms need the right signals
Target CPA and Target ROAS bid strategies only work well when your conversions reflect real value to the business.
A lead isn't a sale yet
Importing deal statuses from your CRM lets you optimize ads for quality customers, not just any filled-out form.
Consent affects your data
Without Consent Mode v2 and a proper banner, some data is lost or collected without respecting the user's choice. The right setup lets Google model conversions and keeps remarketing working.
One version of the truth
When Google Ads, GA4 and your CRM show different numbers, every meeting turns into an argument. We build a single counting logic and explain where the discrepancies come from.
You need this if…
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Google Ads shows one number of leads, and our CRM shows a completely different one.
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I don't know which ads our phone calls come from.
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We installed GA4, but nobody uses the reports because nobody trusts them.
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I can see the leads, but I can't tell which ones turned into sales.
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There are dozens of tags in GTM, and no one remembers what they're for.
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I've heard about Consent Mode v2, but I'm not sure we have it set up.
What’s included
A concrete list of what we do. We tailor the scope to your project after the brief.
GA4 and Google Tag Manager
- Audit of your existing GA4 settings and GTM container
- Measurement plan: the events, parameters and key events your business actually needs
- Clean GTM structure: clear naming, folders, tags, triggers and variables
- Events: forms, calls, messengers, contact clicks, e-commerce
- Internal traffic filter, referral exclusions, maximum data retention period
- Linking GA4 with Google Ads, Search Console and Merchant Center
Google Ads conversions
- Conversion actions with the right counting setting: one or every conversion
- Primary and secondary conversions, so bidding optimizes for what matters
- Conversion values for leads and dynamic order values for e-commerce
- Enhanced conversions for web with hashed user data
- Conversion value rules for specific regions, audiences or devices
- Preventing duplicates between the Google Ads tag and conversions imported from GA4
Calls and offline sales
- Tracking clicks on phone numbers and messenger buttons
- Call tracking integration with dynamic number insertion
- Sending calls from call tracking to GA4 and Google Ads
- Storing the GCLID and UTM tags in your CRM along with each lead
- Offline conversion import: qualified lead, deal, payment
- Enhanced conversions for leads, to match sales using hashed contact details
Consent and data quality
- Consent banner (CMP) integrated with Consent Mode v2
- Choosing between basic and advanced Consent Mode, with the trade-offs explained
- Verifying that tags don't send data before consent is given
- Data quality checklist: duplicates, (not set), self-referrals, personal data in URLs
- Server-side GTM container as an advanced option for data control and stability
Reports and dashboards
- Looker Studio dashboard: spend, conversions, cost per lead, ROAS, trends
- End-to-end view from click to sale, if CRM data is available
- Breakdowns by campaign, source, device and region
- Documentation: what is tracked, where and by what logic
- Training your team to work with the reports
What you walk away with
Measurement plan
A document listing events, key events and conversions, their parameters and business logic. The foundation for any future changes.
GA4, GTM and Google Ads configured
A working tracking system, verified in debug mode and with test conversions.
Consent Mode v2 and banner
Proper consent management, with the tag-firing logic documented.
CRM integration
Passing the GCLID and deal statuses for offline conversion import, if your CRM supports it.
Looker Studio dashboard
A clear dashboard with key metrics that updates automatically and is available to you at any time.
Data quality report
A list of the issues found and fixed, plus recommendations for keeping your data clean going forward.
What the process looks like
Transparent stages with estimated timelines. At every stage, you know what’s happening and what you’ll get.
- 01 1–3 days
Audit
We review your current GA4, GTM, Google Ads conversions and consent banner, and document duplicates, gaps and discrepancies with your CRM.
- 02 1–2 days
Measurement plan
Together we define which actions have business value and design the events, conversions and their values.
- 03 3–7 days
Implementation
We set up tags, triggers, variables, conversions, Consent Mode and integrations with your CRM and call tracking in a separate GTM workspace.
- 04 1–2 days
Testing and publishing
We check every event in GTM Preview mode and GA4 DebugView, run test conversions and only then publish.
- 05 3–5 days
Dashboard and monitoring
We build reports in Looker Studio, monitor the data after publishing and reconcile it with your CRM.
What your business gets
A good fit for
How much it costs
We fix the price after the brief, so there are no surprises in the estimate.
Get a quote- Basic analytics: GA4, GTM, Google Ads conversions, Consent Mode, enhanced conversions from ₴6,500
- E-commerce analytics: store events, purchase values, dynamic remarketing from ₴15,000
- Pro analytics: call tracking, offline conversions from your CRM, Looker Studio from ₴20,000
- Server-side GTM Plus hosting costs from ₴10,000
Frequently asked questions
Didn’t find your answer? Message us — we’ll reply within one business day.
Ask a questionWhy don't the numbers in Google Ads and GA4 match?
Some discrepancy is normal: the systems attribute conversions differently, date them differently and behave differently when a user declines cookies. The problem is when the gap is large or unexplained: usually that means duplicates, different conversion definitions or lost tracking parameters. We find the cause and establish which system is the source of truth for which decisions.
What are enhanced conversions?
It's a Google Ads feature that supplements tag data with the user's hashed contact details, such as an email address or phone number from a form. Google matches them against its own signed-in accounts, which helps count conversions more accurately when cookies aren't available. The data is hashed with the SHA-256 algorithm before it's sent.
Does a business in Ukraine need Consent Mode v2?
Google requires Consent Mode v2 for personalized advertising and remarketing to users in the European Economic Area. If some of your visitors are from the EU, remarketing lists and part of the measurement won't fully work for them without it. For businesses that operate only in Ukraine, it's good practice, and we choose a solution based on your audience.
How do you track phone calls?
The basic level is click events on the phone number on your site, especially on mobile. Call tracking with dynamic number insertion gives a fuller picture: it shows which campaign and source a call came from and passes that data to GA4 and Google Ads. We help you choose a service and set up the integration.
What do I need for offline conversion import?
A CRM that stores the GCLID or the customer's contact details for each lead, and a process where your sales team updates deal statuses on time. Then we set up regular conversion uploads to Google Ads through a direct integration, Google Sheets or the API. That way, the algorithms see which clicks led to real sales.
Why use server-side tracking?
A server-side GTM container receives data on your subdomain and forwards it to analytics and advertising platforms. This gives you more control over which data third parties receive and can make measurement more stable. But it's additional infrastructure that needs maintenance, so we recommend it once basic tracking is already working correctly.
Do you set up analytics if another agency runs our ads?
Yes. Analytics is a neutral foundation that any contractor can use. We hand over documentation so that your team and your ad agency share the same understanding of what is counted and how.
We’ll set up data you can trust
Leave your contact — a specialist will review your ads or website and prepare a short breakdown with concrete next steps. No obligations, no hard selling.
- 01 A short call or chat We clarify your niche, goals and what you’ve already tried.
- 02 Ads and website review We check the account (read-only access), tracking and landing pages.
- 03 Action plan You get a list of issues and priorities — even if you don’t work with us.
We reply within 1 business day