Digital Marketing Services, 5 min read
Without correct conversion tracking, ad platforms optimise for the wrong people. Here's what to check first.
Ad platforms like Google and Meta learn from the conversions you report to them. If those signals are missing, duplicated or wrong, the algorithm optimises towards the wrong audience, and your cost per lead rises no matter how good the creative is.
Start with one clear conversion
Decide what a real conversion is for your business: a submitted enquiry form, a WhatsApp click, a booked call or a purchase. Track that one action reliably before adding micro-conversions like page views or scroll depth.
Use both browser and server signals
Browser pixels are increasingly blocked by privacy features and ad blockers. Pairing the Meta Pixel with the Conversions API, and Google tags with enhanced conversions, sends a more complete picture while respecting consent.
Test before launch
Submit a test enquiry and confirm it appears once, with the right value, in each platform's events manager. Duplicate events are as harmful as missing ones.
Report on business outcomes
Clicks and impressions are inputs. Review cost per qualified lead and, where possible, revenue per campaign. That's the number that tells you whether to scale.
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