Last updated: November 2026 · Answers by Andrew Gorton, freelance PPC specialist based in Chorley, Lancashire

Each answer leads with the short version. Prices are in pounds sterling and reflect the UK market as of November 2026.

25 questions on this page

Why is conversion tracking important in PPC?

Without accurate tracking you cannot tell which keywords, ads and campaigns produce leads or sales, and smart bidding has nothing reliable to optimise towards. Fixing tracking is often the single biggest improvement in an account.

How do I set up conversion tracking in Google Ads?

Create conversion actions in Google Ads for leads, calls or purchases, install them using Google Tag Manager or the Google tag on form submissions or thank-you pages, set the right counting option (one per click for leads) and test before going live.

Should I import conversions from GA4 or use Google Ads tags?

For bidding, native Google Ads conversion tags are usually more accurate and faster. GA4 imports are useful for secondary goals and cross-channel reporting. Avoid counting the same conversion twice from both.

What is Google Tag Manager?

Google Tag Manager (GTM) is a free tool that lets you add and manage tracking tags (Google Ads, GA4, Microsoft UET, Meta and others) without editing website code each time.

What is GA4?

Google Analytics 4 is Google’s current analytics platform. It tracks users and events across your website and apps and can share conversions and audiences with Google Ads.

How do I track phone calls from Google Ads?

Use call assets with Google forwarding numbers to track calls from ads, a website call conversion using dynamic number insertion for calls from your site, and click-to-call tracking on mobile. Set a minimum call length, such as 60 seconds, to count as a lead.

What is call tracking?

Call tracking assigns tracking phone numbers to your ads and website so you can see which campaigns and keywords produce phone calls, often with call recordings. Tools include Google forwarding numbers, CallRail and similar services.

What are enhanced conversions?

Enhanced conversions send hashed first-party data, such as email address or phone number, from your conversion page to Google, so more conversions can be matched to ad clicks. They improve accuracy where cookies are limited.

What are enhanced conversions for leads?

Enhanced conversions for leads let you upload or send hashed lead details to Google and later match offline outcomes (such as a sale) back to the original ad click, without needing to store the click ID.

What are offline conversion imports?

Offline conversion imports send outcomes that happen after a lead, such as a qualified call or closed sale, back to Google Ads or Microsoft Ads using the click ID (GCLID or MSCLKID) or hashed customer data. This lets bidding optimise for real revenue, not just form fills.

What is a GCLID?

The GCLID (Google Click Identifier) is a unique ID added to your landing page URL when someone clicks a Google ad. Capturing it in a hidden form field and your CRM lets you upload offline conversions later.

What is MSCLKID?

MSCLKID is Microsoft Advertising’s click identifier, equivalent to Google’s GCLID. It is used for Microsoft Ads offline conversion imports.

Consent Mode v2 tells Google tags whether a user has consented to cookies for ads and analytics. In the UK and EEA it is needed to keep remarketing and full measurement working, and it lets Google model conversions for users who decline.

In the UK, if you use non-essential cookies such as advertising and analytics tags, you generally need consent under PECR and UK GDPR, which in practice means a compliant cookie banner integrated with Consent Mode.

Why do Google Ads and GA4 show different numbers?

They use different attribution models, conversion windows, counting methods and dates (click date versus conversion date). GA4 also only sees consented and trackable sessions. Some difference is normal.

What attribution model should I use in Google Ads?

Data-driven attribution is the default and generally the best option for accounts with enough data. Last click is simpler but undervalues earlier upper-funnel clicks.

Why are my Google Ads conversions not tracking?

Common causes: the tag is not firing on the right page or event, a site change removed the tag, consent settings block it, forms submit without a thank-you page, duplicate containers, or the conversion action is set to secondary. Test with Tag Assistant.

What are primary and secondary conversions?

Primary conversions are used for bidding and appear in the Conversions column. Secondary conversions are recorded for reporting only. Only set real business outcomes, such as leads or sales, as primary.

Should I count page views as conversions?

No, unless the page view is a genuine thank-you page after a lead or sale. Counting general page views or time on site as conversions misleads smart bidding.

How do I track form submissions in Google Ads?

Fire the conversion tag on the thank-you page, or use a GTM trigger on a successful form submission event. Avoid triggers that fire on button clicks alone, as these can count failed or empty submissions.

How do I track Microsoft Ads conversions?

Install the Microsoft UET (Universal Event Tracking) tag on your site, usually through Google Tag Manager, then create conversion goals for destination URLs or custom events. Microsoft can also import goals from Google Ads.

What is a conversion window?

The conversion window is how long after a click a conversion can still be credited to the ad, 30 days by default for most actions. Longer sales cycles may need longer windows.

How do I measure lead quality from PPC?

Capture the click ID and source in your CRM, record which leads become qualified and which become sales, and feed that back via offline conversion imports. Then report and bid on cost per sale, not just cost per lead.

What is server-side tracking?

Server-side tagging sends tracking data through your own server container rather than directly from the browser. It can improve data accuracy and speed, but needs technical set-up and still requires consent.

How do I track ecommerce sales in Google Ads?

Use a purchase conversion with dynamic transaction value and transaction ID (to prevent duplicates), installed via GTM or a platform integration such as the Google & YouTube app for Shopify. Add enhanced conversions for better matching.

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