We track form fills, bookings, purchases, and phone calls from PPC by setting up conversion actions in your ad platform (usually Google Ads), firing those conversions with the Google tag or Google Tag Manager, and then validating the whole path in GA4 and your CRM so every lead ties back to the click.
For most Orlando service businesses, the clean setup is: (1) Google Ads conversion actions for each meaningful outcome, (2) a single Google tag on the site (or GTM if you need more control), (3) GA4 for behavior and QA, and (4) call tracking so calls are not a blind spot. If you want us to handle this end to end, this is part of how we run PPC management so reporting matches real revenue, not vanity clicks.
| What you want to track | Best tracking method from PPC | What we validate |
|---|---|---|
| Form fills (contact, quote, lead forms) | Google Ads website conversion tag fired on thank-you page or submit event (via GTM if needed) | One conversion per real submit, no duplicates on refresh, correct URL and device behavior |
| Bookings (Calendly, acuity, in-office schedulers, multi-step forms) | Track the confirmed booking step (confirmation page/event) as the conversion, not just “clicked book” | Booking completes reliably on mobile, conversion fires only after confirmation |
| Purchases (eCommerce checkout) | GA4 ecommerce events with purchase data, then import to Google Ads or use the Google Ads purchase tag | Revenue, transaction ID, and item data match your cart and payment processor totals |
| Phone calls (call ads, call assets, calls after site visit) | Google Ads call reporting for calls from ads + website call conversions using a forwarding number or a call tracking provider | Call duration thresholds, spam filtering, and that calls route to the right location/team |
Here’s how each one works in plain terms. Form fills: we trigger a conversion when the form truly submits. If your site has a thank-you page, that is the simplest and most stable trigger. If it is an AJAX form (no page load), we fire the conversion on the submit success event in Google Tag Manager. We also de-duplicate so one person does not count twice because they refreshed or hit back.
Bookings: a booking is only a booking when the confirmation happens. We track the confirmation page, confirmation event, or post-booking redirect, depending on the tool. If your booking tool lives on a subdomain, we handle cross-domain tracking so the click from the ad stays tied to the booking.
Purchases: for eCommerce, we want the purchase event to include revenue and a unique transaction ID. That lets Google Ads and GA4 report accurately and reduces “ghost sales” caused by duplicate firing. If your checkout is on a different domain (common with some carts), we wire cross-domain measurement so attribution does not break at checkout.
Phone calls: there are two buckets. Calls that happen directly from the ad (call ads or call assets) can be tracked inside Google Ads with call reporting. Calls that happen after someone clicks to your site need a “calls from website” setup, usually by showing a Google forwarding number or using a call tracking platform with dynamic number insertion. For local Orlando campaigns, we also recommend separate tracking numbers by location or service line when routing matters.
Two practical tips that prevent bad data: first, define what counts as a real lead (for example, a call over 60 seconds, a completed booking, or a form submit that passes your spam checks). Second, connect your CRM outcomes back to ads with offline conversion import when you can, so “booked” and “closed” clients feed optimization instead of only raw leads. If you want a quick primer on the terminology and why it matters before you set anything up, see our FAQ on what conversion tracking is. If you ever notice Google Ads and GA4 showing different totals, that is normal in some cases, and we break down the reasons in why Google Ads and Analytics show different numbers.
If you tell us what platform your forms and bookings run on (WordPress forms, HubSpot, Calendly, Shopify, etc.), we can map the cleanest trigger points so your PPC reporting matches the actions your team actually cares about.
