Advanced Conversion Tracking & Analytics Setup

Chapter 1: Understanding Conversion Events

Key Concepts:

  • What counts as a conversion: micro vs. macro
  • Events vs. goals vs. transactions
  • Behavioral vs. outcome-based tracking

Example:

  • Micro conversion: email sign-up
  • Macro conversion: product purchase

Workflow:

  • Define marketing objective
  • Identify micro and macro events
  • Decide what events to track
  • Assign value to each event

SOP: Conversion Mapping SOP

  • Create a list of business goals
  • Map those to measurable actions (form, click, scroll)
  • Categorize events: micro/macro
  • Document in a tracking plan spreadsheet

Chapter 2: Setting Up Accurate Conversion Tracking

Key Concepts:

  • Importance of clean, consistent data
  • Using UTM parameters for campaign tracking
  • Installing tracking pixels (Meta, Google Ads)
  • Firing events via GTM (Google Tag Manager)

Example:

Set up Google Ads conversion tracking to measure how many ad clicks result in purchases.

Workflow:

  • Create campaign → Add UTMs
  • Add pixel via GTM
  • Define triggers (e.g., button click)
  • Test with Tag Assistant or GA4 DebugView

SOP: Conversion Setup SOP

  • Create UTM parameter structure (e.g., source, medium, campaign)
  • Add tracking pixel via GTM container
  • Create tags and triggers for key actions
  • Confirm firing in preview mode
  • Publish GTM container

Chapter 3: Exploring Analytics Platforms

Key Concepts:

  • Each platform’s strength: GA4, GTM, Segment, Matomo, Mixpanel
  • When to use which tool
  • Event tracking vs. user journey mapping
  • Integration strategy across platforms

Examples:

  • GA4: Website event tracking
  • Mixpanel: App behavior analysis
  • Segment: Centralized data routing
  • Matomo: Privacy-focused tracking
  • GTM: Tag deployment

Workflow:

  • Choose primary analytics tool (GA4 or Mixpanel)
  • Add secondary tool via Segment or GTM
  • Set up event names and parameters
  • Build reports by user journey or funnel stage

SOP: Analytics Stack Setup SOP

  • Create a GA4 property and install base code
  • Add GTM container and test
  • Connect GA4 with Google Ads
  • Add secondary platform (e.g., Mixpanel for deeper product analytics)
  • Build 2–3 dashboards with KPIs

Chapter 4: Implementing Real-Time Tracking Scenarios

Key Concepts:

  • Tracking e-commerce events (add-to-cart, checkout, purchase)
  • Lead gen tracking (form fills, call-to-action clicks)
  • Tracking scroll depth, video views, page engagement
  • Debugging issues using browser tools

Example:

Track how many users add a product to cart and later abandon it. Use GTM for firing events + GA4 for analysis.

Workflow:

  • Define scenario (e.g., scroll 50% → form submission)
  • Set up trigger in GTM
  • Create tag with GA4 event
  • Validate with Debug mode
  • Visualize in a GA4 funnel report

SOP: Real-Time Tracking SOP

  • Identify key actions (click, form, scroll, video)
  • Create GTM tags for each event
  • Use Preview mode for testing
  • Use GA4 DebugView for real-time testing
  • Track performance inside Events → Conversions

Chapter 5: Building Data Confidence Through Testing & Reporting

Key Concepts:

  • Avoiding duplicate tracking
  • Filtering out internal traffic
  • Using event parameters (e.g., category, label)
  • Creating conversion dashboard

Example:


Exclude office IP addresses from GA4 reports to prevent inflated conversion numbers.

Workflow:

  • Test tracking setup using GA4 DebugView
  • Filter out test users via GA4 filters
  • Build Data Studio dashboard
  • Monitor accuracy weekly

SOP: QA + Reporting SOP

  • List all events implemented
  • QA each event in incognito with GA4 open
  • Add internal traffic filters
  • Create a dashboard in Looker Studio with:
    • Sessions
    • Conversion rate
    • Revenue
  • Schedule weekly QA and review