What is a conversion, and why does it matter so much?
A conversion is an action on your site that has real value for your business: submitting a quote form, tapping your phone number, clicking the WhatsApp button, downloading a catalog or completing a purchase in an online store. If these actions aren't counted, you can't know which ad is working.
More importantly, the automated bidding systems at Google and Meta optimize based on conversion data. Feed them wrong or incomplete data and the system learns in the wrong direction. For example, if a page view is marked as a conversion, your ads will be tuned toward people who open the page and leave right away.
GA4 and the tag manager
Google Analytics 4 (GA4) is a free tool that measures visitor activity on your site using an event-based model. Google Tag Manager lets you manage measurement code from a single place, so you don't have to touch your site's code every time a new tag is needed.
The order we follow during setup is roughly this:
- Deciding together with you which actions count as conversions
- Setting up the GA4 property and the tag manager in your company's name
- Defining and testing an event for each conversion
- Connecting GA4 conversions to Google Ads and Meta Pixel events to Meta
- Comparing the first week's data and fixing inconsistencies
A sample conversion plan
| Event | Where it fires | Priority |
|---|---|---|
| Quote form submitted | When the thank-you message appears | Primary |
| Phone tapped | When the number link is tapped | Primary |
| WhatsApp clicked | On the WhatsApp button | Primary |
| Catalog downloaded | On the PDF link | Secondary |
| Purchase | On the order confirmation page, with the order value | Primary |
Secondary events are tracked in reports but not fed into ad optimization, so the system focuses on real leads.
Cookie consent and KVKK
Advertising and analytics cookies shouldn't run without the visitor's consent. The cookie consent banner is set up to work with Google's consent mode; if the visitor declines, ad cookies stay off. The privacy notice and cookie policy are updated to match. In the work Globya delivers, this step is never skipped and carries no extra fee; the details are on our KVKK compliance service page (KVKK is Türkiye's Personal Data Protection Law).
Checklist
- Are GA4 and the tag manager linked to your company's own account?
- Is a form submission counted only when it actually succeeds?
- Can you see phone and WhatsApp clicks separately?
- Is any conversion being counted twice?
- Do ad tags stop when cookie consent is declined?
Frequently asked questions
Can we also measure customers who reach us by phone?
Taps on the phone number on your site can be measured. Calls that come directly from a call extension in your ad can also be tracked as a separate conversion in Google Ads.
What happened to our old Universal Analytics data?
Google shut down the old version in 2023 and it stopped collecting data. GA4 is the version in use today; if you don't have it set up, it should be done as soon as possible.
Will the measurement setup slow down our site?
Set up correctly, it has no noticeable impact. In fact, cleaning out unnecessary and duplicate code often makes the site faster.
For the bigger picture you can go back to our digital advertising service, or write to us so we can review your current measurement setup.