Agree the events first
Define a valid enquiry, a booked assessment, a proposal and a won job before installing tags. Separate browser interactions from verified business outcomes. A button click is not the same event as a successfully delivered form.
Keep source context attached
UTM parameters can describe a campaign. A landing page and referrer can add context. Store only the fields that are needed and permitted, preserve original source where appropriate and document how later visits are treated.
A proposed implementation
The exact tools depend on the site, CRM and advertising accounts.
- Event and source field specification
- Browser-side tracking where permitted
- Server-side conversion or CAPI evaluation
- Deduplication keys when supported
- Test evidence, reconciliation and ownership documentation
What tracking cannot prove
Attribution is incomplete when browsers, consent choices or platform limits remove signals. Platform-reported conversions can differ from CRM outcomes. Report that difference explicitly rather than forcing the numbers to match or claiming that one model captures every influence.
Launch requirements
Approved access, consent behaviour, privacy wording and event destinations are required. No advertising pixels, CAPI requests or analytics accounts are connected in this preview. Report design is ready to scope; production collection is a separate approved step.
