Define the conversions that matter
For B2B services, the key actions are form submissions, phone clicks, email clicks and visits to the thank-you or quote page. Once you measure them, the next step is lead automation: every enquiry lands in the CRM with its source.
Use Google Tag Manager
GTM lets you make changes quickly without touching the code every time. You can track forms, buttons, scrolling, downloads and custom events.
Send clean data to your ad platforms
Google Ads and Meta Ads need good signals to optimise. If events are duplicated or missing, the algorithms learn the wrong lessons.
Build simple reports
A good dashboard answers three questions: where your leads come from, what they cost and which pages convert best.