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Conversions issue in google ads
I have three conversions buttons from my landing page: whatsapp button, email button and submit form button
i imported conversions from my GA4, but also created conversion by GTM in google ads for each conversion, when i check the data for recent 7 days report, one of three conversions called submit form conversions by GTM is half less than conversions imported from GA4. My question is:
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is this normal?
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which one should i use for regargeting campaign? or i just put both of them on account default setting?
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the conversions created by GTM in google ads show enhanced conversion being record, what this means? should i take any action? i uploaded qualified leads in the setting under category: goal – conversion – uploading, uploading qualified leads is something to do with enchanced conversion?
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if i upload qualified leads like i mentioned in above point 3, do i need to create converted leads, i already manually (we are small B2B website, so we don't use CMS so far) uploaded qualified leads for offline conversion tracking, but is there necessary to create converted leads to seperate from current conversions? I did create converted leads for whatsapp button 48 hours ago, but it still shows inactive.
Thank you very much.
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1 Reply
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GTM and GA4 tracking can have differing attribution models, causing discrepancies.
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I’m not going to try and answer your questions in detail because they probably need more context than you can provide here. But, if you don’t mind can I suggest taking a step back and look at what you’re trying do with conversion tracking and possibly try and simplify it.
[Edit: added a heading]**Simplification.**
If you’re getting most of your traffic from Google Ads it might be worth getting rid of GA4 and only using the Google Ads conversion tracking setup. That way you don’t have to worry about the discrepancies between the platforms and trying to figure out which one is actually the truth. Obviously if you’re deep into the GA4 data and making regular decisions on it then you can’t get rid of it.
[Edit: added a heading]**Tracking leads not clicks.**
You’ve got 3 ways someone can become a lead:-
1. Click the WhatsApp button -> initiate a conversation with you.
2. Click the email button -> send an email to you.
3. Submit the enquiry form.You’ll notice that 1 and 2 actually have 2 steps, so if you’re counting the first step (click the button) as a lead chances are that you’re over-counting because not every person who clicks the button completes the process. (Source: I’m very geeky about this sort of stuff.)
This can become a problem if you use a conversion-based bidding strategy and you’ve set the first step of the process (click the WhatsApp or email button) as a primary conversion. The bidding algorithm can optimise for something that’s of no real value (a click rather than a lead).
[Edit: added a heading]**Qualified leads.**
Let’s talk about qualified leads.
A qualified lead is someone you could do business with:-
* They’re in an area you serve.
* They want a product or service you provide.
* They can afford you.
* etc.Basically, if I asked you “Would you like another lead like this?” you’d answer yes – even if you didn’t win the deal – because they’re the kind of person with the kind of problem you work with.
Not every lead from your Google Ads will be qualified. If you tell Google which leads are qualified, Google can (under some circumstances) use this information to get you more qualified leads instead of just more leads. This ultimately means more sales for you.
But, Google doesn’t know which of your leads are qualified. That’s where uploading qualified leads as offline conversions comes in.
I’m going to stop there because this is turning into a wall of text. If you want to learn more about how to track WhatsApp contacts, not just clicks on the button I’ve written about it here: [https://pete-bowen.com/how-i-track-whatsapp-conversations-as-conversions-in-google-ads](https://pete-bowen.com/how-i-track-whatsapp-conversations-as-conversions-in-google-ads)
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The issue here is test firing. Are all of these test firing GA4 Debug+GTM. Second sounds like these are data-led attributions which is 1/2 of a conversion. Its giving credit to organic/fb etc + Google Ads since its porting from GA4. I would switch to last click if your looking for a definitive conversion. Use zapier or hubspot to port your online. It will be the best $25 a month you ever spent. Its not worth the headache of uploading conversions manually on an excel sheet. Its your business, don’t shortchange your work.
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