Quick answer
Conversion tracking records when a visitor takes a valuable action, such as calling, submitting an estimate form or texting, and connects it to the ad, keyword, campaign or page that brought them. It lets ad platforms optimize toward real leads and lets you see what your marketing actually produced instead of guessing from clicks.
The full answer
Without conversion tracking, an ad account can only optimize for clicks, and a report can only tell you how many people visited. With it, you can see cost per lead and, once outcomes are recorded, cost per job.
- Website tools: GA4 and Google Tag Manager.
- Ad platforms: Google Ads conversion actions, Meta pixel and lead forms.
- Calls: call assets and call-tracking numbers.
- Outcomes: estimates and jobs recorded in your lead system.
About the author
Logen Doiel · Founder, Polyurea Marketing
Logen Doiel founded Polyurea Marketing to give concrete coating contractors one connected customer-acquisition system instead of a pile of disconnected vendors. He builds and manages the websites, Google Ads, organic search and lead tracking behind the ArmorShield Concrete Coatings case study. Polyurea Marketing is a specialized brand of Tech Turtle Marketing LLC.
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