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Conversion Tracking Setup — GTM + GA4 + Google Ads + Meta Pixel

Role: PPC & Analytics Specialist — full tracking infrastructure built from scratch on a live website


Summary: Built a complete, verified conversion tracking system connecting four platforms — designed so every future campaign optimization is based on real, accurate data.

Результати рекламної кампанії в Google Ads – приклад кейсу
Project Description


A tracking system is the foundation of any Google Ads campaign. Without it, you're optimizing blind — spending budget based on guesses rather than actual conversion data.

This project covers the full tracking infrastructure setup for a live personal portfolio website, connecting Google Tag Manager, Google Analytics 4, Google Ads, and Meta Pixel into a single unified measurement system. Every tag was configured, tested, and validated before any ad spend — which is the correct order of operations.

The setup was designed to support both paid search campaigns (Search, Display) and paid social (Meta), with accurate conversion data flowing into all ad platforms simultaneously.

What Was Done


Google Tag Manager

  • GTM container created and installed on site

  • Full tag/trigger/variable architecture configured

  • Conversion tags: Contact Form Submit, Button Click, Page Engagement, Scroll Depth

  • GA4 Configuration tag setup

  • Meta Pixel base code tag + PageView trigger

  • Meta Pixel custom event tags for key conversions

  • Naming convention applied across all tags (e.g. GA4 – Contact Form Submit – Tag)

  • Workspace organized and documented

Google Analytics 4

  • GA4 property and data stream created and configured

  • GA4 ↔ GTM connection established

  • Custom events implemented: form_submit, button_click, scroll_depth, page_view

  • Key events (conversions) configured with correct counting settings

  • Custom dimensions and user properties added

  • Remarketing audiences created (site visitors, form submitters, engaged users)

  • DebugView used to validate all events firing correctly in real time

Google Ads

  • GA4 ↔ Google Ads account linked

  • Conversion actions imported from GA4 into Google Ads

  • GA4 ↔ Google Ads account linked4 into Google Adsds interface

  • Attribution window and counting settings reviewed and configured

  • GTM ↔ Google Ads connection confirmed

Meta Pixel

  • Meta Pixel installed via GTM (not direct site code — cleaner implementation)

  • PageView event firing on all pages

  • Events Manager validation: events showing as Active

  • Events Manager      validation: events showing as Active

Validation & QA

  • GTM Preview / Tag Assistant: all tags tested and confirmed firing on correct triggers

  • GA4 DebugView: live event stream verified with correct event names and parameters

  • Google Ads: conversion actions showing Active status

  • Meta Events Manager: Pixel events confirmed Active

  • Full QA pass before any ad budget activated


Skills Demonstrated


  • GTM container architecture (tags, triggers, variables)

  • GA4 property setup and event configuration

  • Key event / conversion setup in GA4

  • Cross-platform data flow: GTM → GA4 → Google Ads

  • Meta Pixel implementation via GTM

  • Audience creation for remarketing

  • Tracking validation methodology (DebugView, Tag Assistant, Events Manager)

  • Naming conventions and workspace documentation

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