Conversion Tracking Plan

What this is. When an ad-click visitor lands on one of the SGA sector pages (dental, veterinary, industrial), we want to know which of their actions counted as a real lead. This page lists every action we plan to measure, what name it will appear under in Google Analytics, and which of those actions become "conversions" inside Google Ads — the ones the campaign will be optimised for.

Why it matters. Without this, Google Ads can't tell good clicks from bad ones, and we can't tell Karen what an ad pound bought. With it, every pound of ad spend is traceable through to a phone call, a form submit, or a booked 15-minute call.

Visitor action → what gets recorded

Conversion Counts as a lead in Google Ads Engagement Quality signal, not a lead Built-in Standard GA4 metric

Visitor action	Recorded in Tag Manager as	Appears in GA4 as	Imported to Google Ads as	Type
Lands on the page	Page View trigger	`page_view`	(not imported)	Built-in
Submits the lead form	Form Submit trigger on `form[data-form^="sga-"]`	`lead_form_submit` + `sector` parameter	SGA — Lead Form Submit Category: Submit lead form	Conversion
Taps the phone number	Click trigger where URL starts with `tel:`	`phone_click`	SGA — Phone Click Category: Phone call lead	Conversion
Clicks "Book a 15-min call"	Click trigger matching the CTA text	`cta_book_call_click`	SGA — Book a 15-min call CTA Category: Submit lead form	Conversion
Reads 75% of the page	Scroll Depth trigger at 75%	`scroll_75`	(not imported)	Engagement
Downloads a PDF brief	Click trigger where URL ends with `.pdf`	`file_download` + `file_name` parameter	(not imported)	Engagement
Clicks an external link	(automatic via GA4 enhanced measurement)	`outbound_click` + `link_domain`	(not imported)	Engagement

All three sectors (dental, veterinary, industrial) share the same event names. The sector parameter on the lead-form event distinguishes which page produced the lead, so Google Ads can optimise each ad group independently.

How it fits together

One source of truth

GA4 is the only place an event is defined. Google Ads imports from GA4 — we don't fire conversion tags twice.

One conversion per visitor

Each Google Ads conversion is set to count "One" per ad-click, so a frustrated double-tap doesn't inflate lead counts.

Lead value — deferred

Conversions default to £0 / count-only until SGA confirms a per-lead value (estimated deal size × close rate). Switched on in Phase 5.5.

30-day click window

A click today, a phone call within 30 days — still attributed. View-through window is 1 day (kept narrow to avoid over-crediting display impressions).

What's still placeholdered

Pending decisions / setup

The tracking spec is complete and reviewed, but every Google ID below is a placeholder. None of these can be filled in until the corresponding account / property is created. They're called out so nothing slips through at go-live:

Google Ads account — does SGA already have one we can link via MCC, or do we create a new one in Karen's name? (Open question Q10 from the meeting prep.)
Google Ads conversion ID (AW-PLACEHOLDER) — issued automatically once the account exists.
GA4 property + measurement ID (G-PLACEHOLDER) — created at the same time as the Google Ads account.
GTM container ID (GTM-XXXXXXX) — created at the same time, holds all the tag logic.
Per-lead £ value for Smart Bidding — deferred until ~30 days of real conversion volume gives us a sensible figure.
Call tracking strategy — the phone_click event captures clicks on the phone link; if SGA wants real call-duration tracking (Google Forwarding Numbers or CallRail), a fourth conversion gets added then.

What this means in practice. Once Karen confirms the Google Ads account question, the tracking can be live within a working day — the spec, GTM container template, and landing-page contract are all built and waiting. The only reason we haven't pulled the trigger is that we don't want to create accounts in SGA's name without a green light.