Conversion tracking setup means placing tracking code on your site to record when users complete valuable actions. You define what counts as a conversion—ecommerce purchase, lead form, email signup, file download, phone call—then install the necessary pixels or tag manager events to capture those moments. Without this infrastructure, you're flying blind. You know traffic volume but not which channels or keywords produce actual revenue or leads. The technical stack typically includes Google Tag Manager as the container, GA4 for behavior analytics, and platform pixels for Google Ads, Meta, LinkedIn, or other ad networks. You create triggers in Tag Manager that fire when someone hits a thank-you page, clicks a specific button, or submits a form. Each platform gets its own conversion event so attribution works. For ecommerce, you also pass transaction values and product IDs so you can calculate ROAS. Common mistakes we see: tracking only the initial contact form but not the actual sale, double-counting conversions when pixels overlap, forgetting phone call tracking for service businesses, or never validating that events fire correctly. Use Tag Assistant or browser dev tools to confirm tags trigger before launching campaigns. A broken tracking setup wastes ad spend because the algorithm optimizes toward garbage data. Ottawa SEO sets up conversion tracking in the discovery phase for every client. We map the user journey, identify 2–4 primary conversions and 3–5 micro-conversions, then build the tag structure in GTM with proper naming conventions. We document everything in a shared sheet so the client knows what each event means. For local service businesses, call tracking with dynamic number insertion often matters more than form fills because half the leads come by phone. For ecommerce, we layer enhanced ecommerce tracking to see product performance and cart abandonment. The goal is accurate attribution so you know whether SEO, paid search, or referral traffic actually pays the bills.