Information checked: 21 July 2026.
Conversion tracking should record important completed actions in a way that can be tested and reconciled. Start with the business process, then choose analytics and advertising events; do not begin by tracking every button as a conversion.
In brief: Track completed business actions and verify them against the operational source of truth.
Write the specification
| Field | Example decision |
|---|---|
| Business outcome | Qualified lead or paid order |
| Trigger | Server-confirmed form receipt or order completion |
| Event name | generate_lead or purchase where appropriate |
| Identifier | Form ID or transaction ID without personal data |
| Value | Actual revenue or documented proxy |
| Deduplication | One transaction counted once |
| Consent behaviour | Defined for each tag and jurisdiction |
| Source of truth | CRM, booking or payment record |
Implementation sequence
- Create the event only after the success condition is known.
- Implement through the website or tag manager.
- Test success, failure, refresh and repeated submission.
- Check real-time or debug tools without relying on them alone.
- Mark the appropriate event as a key event.
- Create advertising conversions only where needed.
- Reconcile with operational records over a defined period.
Common failures
- Tracking a button click when the form later fails.
- Counting page refreshes as repeated success.
- Losing attribution across a booking or payment domain.
- Sending names, email addresses or message text to analytics.
- Changing event names without updating reports.
- Treating all enquiries as equal.
Final verification
A test action appears once, matches the source system and follows the documented consent state.
The most common weak point
Thank-you page views are often counted repeatedly after refresh or direct revisit. Prefer a server-confirmed event with an identifier and test duplicate handling.
Test evidence
- Success and failure test cases.
- Duplicate and repeat-action behaviour.
- Cross-domain and consent states.
- Match with CRM, order or booking records.
First implementation step
Create a test matrix covering successful, failed, repeated and cross-domain actions. Do not mark the implementation complete until each result appears correctly and matches the operational record.
Sources and date checked
Search, product and regulatory information was checked against the following primary sources. Interfaces and policies can change, so recheck operational details before acting. Date checked: 21 July 2026.
Keep the decision under your control
Retain the relevant accounts, source material, supplier terms and recovery information. Recheck changing prices, interfaces and rules before acting.