Conversion tracking: from click to actual sale
Until conversions are tracked, advertising is spending with unclear return. Once they are, it becomes a managed process — and automated bidding finally has something to learn from.
What counts as a conversion
A conversion is an action you would accept as the start of a deal: a form submission, a phone tap, a click through to Telegram or WhatsApp.
Do not flag page views, scroll depth or time on site. Mark those as conversions and Google will find people who scroll well rather than people who buy.
Assign different values to different conversions so smart bidding optimises toward the ones that actually produce revenue.
Technical setup
The most durable approach: define events in Google Tag Manager, send them to GA4, and import them into Google Ads as conversions — one container, one place to edit.
Track messenger link clicks. In Uzbekistan a Telegram click is a full lead, and without it campaigns look unprofitable when they are not.
Use dynamic number insertion if phone enquiries are a significant share of your volume.
Why platform numbers disagree
Google Ads, Meta and GA4 always report different totals because they attribute differently — view-through versus click-through, click date versus action date. This is expected.
Use the ad platforms to optimise campaigns and your CRM or sales sheet to decide budgets. Reconciling the numbers exactly is not a solvable problem.
Watch for double counting when the same conversion is imported from GA4 and fired by an Ads tag, which inflates lead counts and corrupts bid training.