Begin with a measurement plan
List the business outcomes first — qualified enquiries, booked meetings, sales — then define the website events that indicate progress toward them.
Core events to track
At minimum, a lead generation site should capture:
- Form start and form submission, with form name
- Click-to-call and WhatsApp clicks
- Primary CTA clicks with location on page
- Meeting bookings
- Key page views such as service and pricing pages
Preserve campaign context
Store UTM parameters and click identifiers on first landing and attach them to every enquiry. This is what lets you connect a closed deal back to the campaign that created it.
Respect consent
Implement a consent banner and Google Consent Mode so measurement adapts to user choices. Privacy-respecting tracking is both a legal requirement and a trust signal.
Close the loop with your CRM
Send qualified and won statuses back to Google Ads and Meta as offline conversions. This single step often improves campaign optimisation more than any bid change.
