Conversion tracking requires three layers: the tracking foundation, event configuration, and platform integration. Start with Google Tag Manager as your container—it lets you manage all tracking without touching code every time. Install the GTM container on every page, then add your GA4 property through GTM. This takes 30-60 minutes if your site has a clean template structure. Define what counts as a conversion before you configure anything. Common ones: form submissions, phone clicks, purchases, file downloads, video completions, email signups. For each, set up a trigger in GTM (like "form submit" or "click on .cta-button") and fire a GA4 event tag. Name events clearly—"contact_form_submit" beats "event_1". In GA4, mark these events as conversions under Admin > Events. GA4 gives you up to 30 conversion events per property. For ecommerce, use GA4's built-in ecommerce events (view_item, add_to_cart, purchase) with the exact parameter structure Google expects. Revenue tracking breaks if you send price as a string instead of a number or forget transaction_id. Test every event with GTM's preview mode and GA4's DebugView before going live. Link GA4 to Google Ads if you're running paid traffic—import conversions so you can optimize campaigns by actual results, not just clicks. In Google Ads, go to Tools > Conversions > New Conversion > Import > GA4. You can assign different values to different conversion types (a demo request might be worth $200, a whitepaper download $15). At Ottawa SEO, we also track phone calls through CallRail or similar, since 40-60% of local service conversions happen by phone. Dynamic number insertion shows unique numbers per traffic source, so you know which campaign drove the call. Set up call conversions in GTM when someone clicks a phone number or when CallRail fires a webhook for calls over 60 seconds. Always exclude internal traffic by IP and set up cross-domain tracking if your checkout or forms live on a subdomain. Check your conversion data weekly for the first month—missed events or duplicate counting are common and kill attribution accuracy.