Badar Munir
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← Services Conversion tracking · GA4 · Conversions API

Conversion tracking your ads can learn from.

If a sale, call or enquiry isn't recorded, the ad platform can't learn from it and your report can't show it. I set up GA4 and Google Tag Manager, the Meta Conversions API, TikTok events, and call and WhatsApp tracking, then connect leads to the CRM or inbox your team already uses. Available alongside ad management or as a project on its own.

Check your set-up ↓ Conversions API, explained
How a lead travels

From the ad to the sale, and back to the ad platform.

  1. 01AdMeta · Google · TikTok
  2. 02Landing pagebuilt or fixed
  3. 03TrackingGA4 · GTM · CAPI
  4. 04CRM / WhatsApplabels, reply in minutes
  5. 05Automationfirst reply, hand-off
  6. 06Reportwhat sold, what next

↩ Outcome sent back to the ad platform, so it finds more people who buy.

What I set up

Measure everything first, then automate what happens after the lead.

Built in the tools your business already uses, so nobody has to switch CRM to work with me.

GA4 and Google Tag Manager

One container, every tag managed from it, events for the actions that matter, consent handled, and Google Ads and GA4 agreeing with each other. On a single-page app that includes page views on every route and UTM parameters that survive the first screen.

Meta Conversions API

Server-side events alongside the pixel, deduplicated, with match quality checked. The single biggest fix on most Meta accounts since iOS 14.

TikTok Pixel and Events API

Same discipline on TikTok, so cost per result is real rather than a view count.

Calls and WhatsApp as conversions

Call tracking with a minimum duration, and WhatsApp conversations labelled new, qualified, quoted, booked.

CRM hand-off

Leads into HubSpot, WATI, Bitrix24, Kommo or a shared inbox, with the source and campaign attached, so sales can tell you which ads bring buyers.

Automation and AI

First reply in minutes, reminders for unanswered leads, and AI used for sorting and drafting where it saves your team time, never for talking to customers unsupervised.

What done looks like

Every event received, every tag fired.

This is the screen I want to see before a campaign goes live: events arriving from the browser and the server, deduplicated and matched, and every tag firing on the right trigger.

Events ManagerTest events · example set-up
  • ✓PageViewBrowser + ServerDeduplicated
  • ✓ViewContentBrowser + ServerMatched
  • ✓AddToCartBrowser + ServerMatched
  • ✓InitiateCheckoutServerMatched
  • ✓LeadBrowser + ServerMatched
  • ✓Contact (WhatsApp)ServerLabelled: qualified
  • ✓Purchase · £64.00ServerMatched · value sent
  • ✓Call · 2m 14sCall trackingCounted
Event match quality8.6/10 Good
GTMTag ManagerPreview mode · example
  • GA4 ConfigurationTrigger: All pagesFired
  • GA4 Event · purchaseTrigger: Purchase confirmationFired
  • Meta Pixel · baseTrigger: All pagesFired
  • Meta · Purchase (event_id)Trigger: Purchase confirmationFired
  • Google Ads · ConversionTrigger: Lead form submitFired
  • TikTok PixelTrigger: All pagesFired
  • Consent Mode v2Trigger: Consent updateFired
7 tags fired · 0 not firedVersion 12 · published
Tracking case studies

Set up before the first campaign, not after the first report.

Tag Manager containers I've built: a B2B SaaS funnel measured from free check to paid plan, a services website feeding five platforms behind consent, and an architecture studio with every enquiry route tracked.

All tracking work →
Healthcare compliance software

CQC AI Auditor

8 funnel events, first check to purchase Read → Fast food

Cheezious

36.88 average ROAS, tracked purchase by purchase Read → Architecture and interiors

Arsyn

5 enquiry routes tracked, from one container Read → Digital services

Digital Genix

5 platforms fed from one data layer Read →
Account check

Is your ad account set up to learn?

Six yes-or-no questions. They're the first things I look at in any new account.

0/6 0 of 6 answered Send me your account →
  1. 01

    Is the Meta Conversions API (or server-side tagging) sending events alongside your pixel?

  2. 02

    Are WhatsApp chats and phone calls tracked as conversions?

  3. 03

    Is every campaign optimised for a lead or a sale, rather than traffic or engagement?

  4. 04

    Do you test new creative at least every two weeks?

  5. 05

    Do you exclude existing customers and recent converters from prospecting?

  6. 06

    Does your reporting tie ad spend to actual sales, not only platform leads?