Conversion tracking done right (GA4 + Ads)

Without correct tracking, there's no campaign — only guessing

Most Google Ads failures aren't about ads or keywords.
They're about bad measurement: duplicate events, wrong triggers, fake conversions that look like results but aren't.

Tracking is the foundation everything else sits on.

---

1) What "proper" conversion means in practice

A conversion must be:

• a real value action (form, call, sale, booking)
• unique (not 3 events for one action)
• consistent (same trigger, same meaning)
• synced correctly between GA4 and Google Ads

If you don't know what you're measuring, you don't know what you're paying for.

---

2) GA4: clean events, no noise

In GA4 keep only what matters:

• submit_form
• generate_lead
• purchase
• call
• high-value button clicks (if relevant)

Avoid:

• scroll events as conversions
• page_view marked as lead
• random click events with no commercial intent

"Better two meaningful conversions than ten meaningless ones."

---

3) Google Ads: import only what drives decisions

Do not import all GA4 events into Google Ads.

Import only:

• lead
• purchase
• optional calls/bookings

Not:

• scroll depth
• time on page
• cosmetic interactions

Wrong signals = wrong optimization.

---

4) Tags: fewer, cleaner, clearer

With GTM:

• one GA4 config tag
• one proper Google Ads conversion tag (or GA4 import)
• well-defined triggers

Avoid:

• duplicate tags
• outdated tags
• tags firing on the wrong pages or wrong clicks

---

5) Validation: the step that makes everything reliable

Before launching:

GA4 DebugView
check event triggers

Tag Assistant
check correct tag firing

Test conversion in Google Ads
verify the signal is received

Skipping validation = flying blind.

---

Bottom Line:

Conversion tracking = clarity, reliability, confidence.
Clean GA4 events, correct imports to Ads, simple tags and proper validation.
Get this right and every optimization becomes smarter.