Conversion Tracking Strategy
Which ads
bring results?
DMA DIGITAL helps define the actions to measure and the decisions that data should support. We prepare an event plan and requirements for your technical team, with an audit and implementation coordination where needed.
We see the clicks. What happened next?
Two campaigns. One unanswered question.
| Measure | Campaign A | Campaign B |
|---|---|---|
| Spend | €300 | €300 |
| Clicks | 600 | 300 |
| Enquiries | Not tracked | Not tracked |
Clicks alone cannot show which campaign brings enquiries more efficiently.
Illustrative, made-up data. These are not client results.
Agree on what counts as a valuable action for your business.
Plan data sources, flows and acceptance criteria.
Assess ads by what happens after the click too.
Why tracking matters
A cheaper click does not always mean a cheaper enquiry.
Switch views to compare the same data with and without enquiry tracking. Tracking reveals enquiries that already happened; it does not create new ones.
Illustrative, made-up data. These figures are not a promise of campaign results.
You see clicks. Enquiries are still unknown.
| Measure | Campaign A | Campaign B |
|---|---|---|
| Ad spend | €300 | €300 |
| Clicks | 600 | 300 |
| Cost per click | €0.50 | €1.00 |
| Enquiries | Not tracked | Not tracked |
| Cost per enquiry | Unknown | Unknown |
Campaign A has more clicks and a lower cost per click. We still cannot tell which brings enquiries at a lower cost.
The same spend. More information.
| Measure | Campaign A | Campaign B |
|---|---|---|
| Ad spend | €300 | €300 |
| Clicks | 600 | 300 |
| Cost per click | €0.50 | €1.00 |
| Enquiries | 6 | 15 |
| Cost per enquiry | €50 | €20 |
If enquiry quality is comparable, campaign B has a lower cost per enquiry in this example. Click cost alone would give an incomplete picture.
How we plan measurement
Goals, events and implementation requirements.
A conversion is an action that matters to your business, such as a completed purchase or submitted enquiry. We define it clearly first.
- 01
Agree on the result
We define which actions matter and when they count as complete. Clicking a button does not always mean an enquiry was submitted.
- 02
Plan the data flow
We assess sources and an appropriate browser, server or combined approach. Google tag gateway routes Google tags and measurement through your domain; it is not a full server integration.
- 03
Define acceptance criteria
We define checks for events, parameters, duplicates and consent behaviour. We validate agreed scenarios after changes by your technical team.
Explore a measurement plan, an audit where needed, and implementation coordination with your technical team.
View tracking strategy servicesStart with your situation
What plan does your business need?
We start with business goals and available data. A deeper audit or separate technical work is assessed where needed.
Strategy for new measurement.
We define meaningful actions, their parameters and data sources. You receive a prioritised implementation plan for your technical team.
Check existing tracking.
Within available access, we assess events, duplicates, data differences and consent behaviour. We deliver findings and recommendations. Request an audit
Issue diagnosis and recommendations.
We investigate discrepancies and prepare prioritised recommendations. Feasibility, scope, price and timing for separate simple technical work are assessed individually.
Before you start
What do we need to check tracking properly?
We assess goals, data sources, consent and technical capabilities. Not every business needs a new server integration.
A good starting point
- You know which actions the business needs to measure.
- You can provide the required website, advertising and tracking account access.
- Developer support is available if the website or app needs changes.
Check these first
- Consent settings and technical limits affect the data available.
- Platforms use different measurement rules, so figures can differ.
- Server-side tracking cannot guarantee a complete view of every customer journey.
The DMA DIGITAL approach
A plan for your technical team.
We deliver a documented strategy, implementation requirements and acceptance criteria. We coordinate implementation and explain the limitations of available data.
View tracking strategy servicesStrategy and event plan
We connect business goals with conversions, parameters, data sources and flows. An audit can complement the strategy where needed.
Requirements and coordination
We prepare tasks and coordinate priorities. Your technical team develops website code, server infrastructure and API integrations.
Validate the result
We check agreed scenarios and document findings. We do not guarantee complete conversion measurement or attribution.
Before the next step
Any questions?
What access will you need?
It depends on the systems and scope. We confirm required access at the start of the strategy or audit.
Why do figures differ between platforms?
Data availability, reporting periods and the rules for linking an action to an ad can differ. Checks help distinguish expected differences from setup errors.
Can you improve tracking that is already in place?
We can assess existing measurement, prepare recommendations and coordinate work with your technical team. Feasibility of separate simple technical work is assessed individually.
Your next step
Judge your ads by the actions that matter.
Let us discuss the measurement needed for business decisions and the implementation plan for your technical team.