Conversion Tracking SOP
Objective
Ensure bidding optimizes toward outcomes that matter to the client business.
Conversion Hierarchy
- Primary conversions: purchase, qualified lead, booked call
- Secondary conversions: add to cart, form start, engaged view
SOP
- Create a conversion map from funnel stages to events.
- Define one source-of-truth value model (fixed, dynamic, or blended).
- Implement with Google Tag Manager or native tagging.
- Verify with Tag Assistant and real session tests.
- Mark primary vs secondary in Google Ads settings.
- Exclude noisy events from bidding optimization.
QA Checks
- Deduplication logic is active
- Attribution windows are intentional
- Conversion value is present and non-zero where expected
- Imported offline conversions have stable identifiers
Common Failure Patterns
- Counting all form submits as qualified leads
- Duplicating purchase events across page and server tags
- Importing CRM outcomes without timestamp normalization
Next Step
Return to the module overview and continue with the next lesson in sequence.