# Conversion Tracking Setup & Requirements ## Google Ads Conversion Tracking ### Required Stack ``` 1. Global Site Tag (gtag.js) → all pages 2. Enhanced Conversions → hashed first-party data (email, phone, address, name) 3. Consent Mode v2 → MANDATORY for EU/EEA since March 2024 4. Server-Side GTM → recommended for data durability 5. Offline Conversion Import → for lead gen (CRM → Google Ads) ``` ### Enhanced Conversions - Sends SHA-256 hashed first-party data - Improves measurement by ~10% more measured conversions - Required for smart bidding accuracy in cookie-degraded environments - Setup via gtag.js or Google Tag Manager - Works alongside standard conversion tracking ### Consent Mode v2 ```javascript // Default (before consent) gtag('consent', 'default', { 'ad_storage': 'denied', 'ad_user_data': 'denied', 'ad_personalization': 'denied', 'analytics_storage': 'denied' }); // After user grants consent gtag('consent', 'update', { 'ad_storage': 'granted', 'ad_user_data': 'granted', 'ad_personalization': 'granted', 'analytics_storage': 'granted' }); ``` - Consent Mode V2 enforcement began July 21, 2025 for EEA/UK. Requires 700+ ad clicks/day over 7 days per country/domain for behavioral modeling to activate. Advanced mode mandatory (Basic = huge data loss). Combined with Enhanced Conversions + server-side tagging, recovers 30-50% of lost conversions. - Enables conversion modeling for unconsented users - Advanced mode recovers 30-50% of lost conversions - Without implementation: 90-95% metric drops (enforcement tightened July 2025) - ~31% of users accept tracking cookies globally ### Attribution - **DDA (Data-Driven Attribution) is now MANDATORY default** (September 2025) - Only two models remain: DDA and Last Click - All rule-based models deprecated (first-click, linear, time decay, position-based) - No minimum data threshold for DDA - Windows: Click 1/3/7/30(default)/60/90 days; Engaged-view 3d; View-through 1d ### Customer Match - Requires 90 days of account history and $50,000+ lifetime spend for full access - Maximum membership duration: 540 days (changed April 7, 2025; previously infinite) - Use for RLSA, similar audiences, and Customer Match lists - First-party data source: CRM emails, phone numbers, addresses ### Conversion Setup Rules - Use Google Ads native tracking as PRIMARY for bidding (real-time data) - Import GA4 conversions for observation only - Never count both (double-counting) - Separate micro (AddToCart, TimeOnSite) from macro (Purchase, Lead) conversions - Only macro conversions as "Primary" for bidding optimization ### Duplicate Detection Accuracy - Only check **ENABLED** conversion actions for duplicates; exclude HIDDEN and REMOVED actions (they cannot cause double-counting) - Exclude Smart Campaign system-managed conversions (e.g., 'Smart campaign map clicks to call') from DDA and counting-type checks; their attribution model and counting type are locked by Google and cannot be changed by advertisers --- ## Meta Ads Conversion Tracking ### Required Stack ``` 1. Meta Pixel → base code on all pages + standard events 2. Conversions API (CAPI) → server-side event forwarding 3. Event Deduplication → event_id matching between Pixel and CAPI 4. EMQ Optimization → pass email, phone, fbp, fbc, external_id ``` ### Event Match Quality (EMQ) Scoring | Score | Rating | Action | |-------|--------|--------| | <4.0 | Critical | Severe data loss; urgent fix needed | | 4.0-5.9 | Warning | Significant signal gaps | | 6.0-7.9 | Acceptable | Some optimization possible | | 8.0-10.0 | Excellent | Maximum signal strength | **Key parameters by impact:** - Email: +4.0 points - Phone: +3.0 points - External ID: significant - fbp (browser ID): important - fbc (click ID): important **87% of advertisers have poor EMQ**; fixing it improves performance 20-40%. **Tiered EMQ Targets by Event:** - Purchase: 8.5+ - AddToCart: 6.5+ - PageView: 5.5+ ### Event Deduplication ``` Same event_id + same event_name = deduplicated (correct) Missing event_id = potential double-counting (broken) Check: Events Manager > Overview > Deduplication Rate Target: 90%+ deduplication rate ``` ### CAPI Performance Impact - Without CAPI: 30-40% data loss post-iOS 14.5 (pixel-only tracking is critically insufficient) - With CAPI: 15-20% performance increase over pixel-only - Bypasses ad blockers and iOS ATT limitations - 87% of advertisers have poor Event Match Quality; fixing CAPI improves performance 20-40% - Offline Conversions API permanently discontinued May 2025. All offline tracking now uses CAPI with action_source='physical_store'. ### Standard Events (Use These, Not Custom) ``` Purchase, AddToCart, InitiateCheckout, AddPaymentInfo, Lead, CompleteRegistration, Subscribe, ViewContent, Search, AddToWishlist, Contact, CustomizeProduct, FindLocation, Schedule, StartTrial, SubmitApplication ``` ### Attribution - 7-day click / 1-day view (default and recommended) - Top 8 events configured in AEM (Aggregated Event Measurement) - Domain verification required in Business Manager - Financial Products & Services = new Special Ad Category (Jan 2025) --- ## TikTok Ads Conversion Tracking ### Required Stack ``` 1. TikTok Pixel → base code + standard events on all pages 2. Events API → server-side event forwarding 3. ttclid Passback → capture from URL params, send with events 4. Advanced Matching → hashed email/phone ``` ### Key Difference: ttclid - TikTok Click ID (ttclid) comes in landing page URL parameters - MUST be captured and stored on first page load - MUST be sent back with all conversion events - Without ttclid: attribution breaks for many conversions ### Learning Phase - ~50 conversions in 7 days to exit learning - Budget ≥50× target CPA per ad group (provides sufficient learning room) --- ## LinkedIn Ads Conversion Tracking ### Required Stack ``` 1. LinkedIn Insight Tag → all pages 2. Conversions API (CAPI) → server-side events (launched 2025) 3. Offline Conversion Import → CRM data (opportunity, deal closed) ``` ### Best Practice: Track Full Funnel ``` Stage 1: Lead (form submit, content download) Stage 2: MQL (marketing qualified) Stage 3: SQL (sales qualified) Stage 4: Opportunity Created Stage 5: Deal Closed-Won ``` - Import offline conversions within 90 days of click - Use for lead quality optimization (bid for SQLs not just leads) - Lead Gen Forms: 13% CVR (3.25× landing pages) but lower SQL rates ### Attribution - 30-day click / 7-day view window - Last touch model default --- ## Microsoft Ads Conversion Tracking ### Required Stack ``` 1. UET (Universal Event Tracking) tag → all pages 2. Enhanced Conversions → improved matching 3. Offline Conversion Import → CRM integration 4. Auto-tagging (MSCLKID) → ensure CMS doesn't strip ``` ### Consent Mode - Consent Mode deadline May 5, 2025 for EEA/UK/Switzerland ### Import Validation - If importing from Google: verify conversion goals transferred - Google-imported goals often break during import - Always validate conversion tracking after import --- ## Apple Ads Conversion Tracking ### AdAttributionKit & Dual Attribution - April 10, 2025: Apple Ads registered with AdAttributionKit (SKAN v1-3), creating dual attribution. Installs report through BOTH SKAN/AAK postbacks AND AdServices API. WWDC 2025: configurable attribution windows, overlapping re-engagement windows, country codes in postbacks. --- ## Cross-Platform Tracking Health Audit ### Critical Checks (Run for All Platforms) | Check | Severity | Pass Criteria | |-------|----------|---------------| | Primary conversion action exists | Critical | ≥1 active conversion per platform | | Server-side tracking active | Critical | CAPI/Server GTM/Events API configured | | Event deduplication | Critical | event_id matching (Meta), no double-counting | | Consent Mode v2 (EU) | Critical | Implemented if serving EU/EEA | | Enhanced Conversions / EMQ | High | Google: enabled; Meta: EMQ ≥6.0 | | Micro vs macro separation | High | Only macro conversions set as Primary | | Attribution model appropriate | Medium | DDA (Google), 7d/1d (Meta) | | Conversion window matches cycle | Medium | 7d (ecom), 30-90d (B2B), 30d (lead gen) | | Offline conversion import | Medium | Active for lead gen / B2B accounts | | First-party data utilization | High | Customer Match / Custom Audiences from CRM | ### Server-Side Tracking Priority ``` IF business_type IN [ecommerce, lead_gen, saas]: server_side_tracking = CRITICAL IF platform == "Meta": CAPI = CRITICAL (30-40% data loss without post-iOS 14.5) IF region == "EU/EEA": consent_mode_v2 = CRITICAL (90-95% metric drops without) server_side_recovery = 10-30% accuracy improvement ``` ### General Note: Incrementality Measurement - Meridian (2025): Google's open-source Marketing Mix Model for incrementality measurement. Useful for advanced accounts evaluating cross-channel contribution.