Stage 06 · Convert
Analytics & Conversion Tracking
Know which marketing works before you spend the next dollar.
“People visit but nobody enquires.”
Most small-business analytics fall into two categories: nothing installed, or everything installed and nothing trusted. Both lead to decisions made on feel. The fix isn't more dashboards. It's deciding what actions matter (calls, form submissions, bookings, purchases), tracking exactly those, and checking regularly that they still fire.
We set up measurement so that SEO, ads, social and the website can be judged against the same business outcomes, and we verify it by testing real conversions through to the reports. A conversion you've never tested is an assumption.
Signs this is what you need
- You can't say where your enquiries come from
- Ad platforms report conversions that don't match your inbox or CRM
- GA4 was installed once and never checked
- You're about to start or increase ad spend
When you probably don't need it
- Tracking already answers your questions and was verified recently
- Traffic is too low for analysis to be useful: fix visibility first
Telling you this is part of the job.
The measurement stack
What gets set up
- GA4 properties with events designed around business actions
- Google Search Console, connected and monitored
- Tag management so tracking changes don't need a developer each time
- Conversion tracking for calls, forms, bookings and purchases
- Ad platform conversion imports and consistent UTM conventions
- Attribution reporting with its limits stated honestly
- Consent handling that matches your privacy obligations
Data closes the loop: it decides what the next round does.
The metrics
Cost per lead, conversion rate, CAC and ROAS
Each metric answers a different question. Cost per lead: what does an enquiry cost? Conversion rate: how well does the site turn visits into enquiries? Customer acquisition cost: what does a paying customer cost once leads that never buy are counted? Return on advertising spend: how much revenue comes back per dollar spent?
The calculator on this page lets you work them out from your own numbers. We don't supply benchmarks because what's good depends on your margins.
Is your ad spend pulling its weight?
Enter your own figures for a month (or any period). Nothing is stored or sent. There are no benchmarks here because what counts as good depends on your margins.
Total spent on the campaigns
Only count ones you can confirm came from ads
Cost per lead
—
Spend ÷ leads
Lead → customer rate
—
Customers ÷ leads
Customer acquisition cost
—
Ad spend only; excludes labour and other costs
Return on ad spend
—
Revenue ÷ spend, not profit
Revenue isn't profit, and ad-platform attribution is imperfect. Treat these as directional numbers to compare month on month, and check them against your own records.
How It Works
How we deliver Analytics & Conversion Tracking
Tracking audit
What's installed, what fires, what's missing and what's duplicated.
Implement and test
Set up events and conversions, then push test conversions end to end.
Report and review
Regular reporting tied to decisions, with issues flagged early.
What's Included
Every engagement includes
Conversion design
Decide which actions count, then track precisely those.
Verified tracking
Test conversions followed through every report so you know the data is real.
Readable reporting
A monthly summary in plain English with the decisions it supports.
Privacy-aware setup
Consent and data collection configured to match your obligations.
The Deliverable
A tracking audit, implemented and tested measurement, and a plain-English reporting view.
Common Questions
Before you get in touch
Why don't my ad platform conversions match my enquiries?
Usually because tracking counts different events, double-counts, misses calls or forms, or attributes differently. An audit finds which, and a verified setup aligns the numbers.
Do I need a cookie banner?
It depends on your audience, tools and obligations, and Australian rules have been changing. We configure tracking to respect the consent approach you decide on with your legal adviser.
Can you fix tracking on a site you didn't build?
Yes. Tracking audits and fixes are some of the most common work we do on existing sites.
Read before you decide
Guides behind this service
- When Nobody ConvertsFix Your Tracking Before You Spend Another Dollar on AdsAdvertising without measurement is paying money to discover that money can disappear. What to set up first, and how to check it actually works.
- When You Need More AttentionSEO vs Paid Advertising: When Each One Makes SenseOrganic search and paid search solve different problems on different timescales. How to choose, and why the best answer is often 'both, in the right order'.
Related Services
Often paired with Analytics & Conversion Tracking
Tell us what isn't working.
You don't need to know exactly what you need. We'll work out what actually needs to be built, fixed, improved or changed, and tell you if the answer is 'nothing'.
Find where enquiries are leaking