Conversion tracking that shows which ads bring customers

First decide what should count: a received form, a tap on the phone number or a purchase. Connect it to Google Ads and test by doing the action yourself. The most common mistake is counting the same enquiry several times.

Measure when the form has actually been sent and received, not when someone sees the thank-you page. The built-in measurement often also counts attempts that did not go through. Check at the same time that the enquiry reaches the inbox.

Yes. Under the Norwegian Electronic Communications Act, visitors must consent before cookies for analytics and ads are set. The Google tools can be set up to follow the choice visitors make.

Most often because the same enquiry is counted several times, or because a page view is counted as an enquiry. A tap on the phone number can also be counted even if nobody called. We clear away what is not real.

Yes, when the ad click follows the enquiry all the way and you report back which enquiries became jobs. Then you see in Google Ads which search terms and ads brought work, not only clicks.

Ads that only show a phone number stop being shown. Move them over to ordinary ads with a call button before that date, and check that the calls are still counted.

Choose an agency that keeps the ad account in the company’s own name, and that measures enquiries before the budget is raised. Ask to see which searches the ads actually appear for, and how many clicks became an enquiry. Avoid long lock-in periods and agencies that will not give you access to the account. We do the same review of your account before we propose anything.

Rarely as a first step for a small business. It can give more complete figures when browsers and ad blockers stop ordinary measurement, and both Google and Meta offer their own solutions for it. But there is more to run, and the consent rules still apply. First get the ordinary measurement to match the enquiries you actually receive, then we judge whether it is worth it.

Put Meta’s measuring code on the website and count the same things as elsewhere: received forms, phone taps and purchases, not page views. The code should only start once the visitor has said yes to ad measurement, as the Norwegian Electronic Communications Act requires. Send a real test enquiry and see that it shows up once at Meta. Then compare the figures with the enquiries that actually came in.

Put the Meta Pixel on every page, and check that it works with the Meta Pixel Helper extension in Chrome. Test after you have accepted the consent banner, or it can look dead. What we check first is that the form or the purchase gives its own event on the thank-you page, and that it is only counted once. Finally you see in the Meta account that the event showed up.