Aziz El M’Kadmi
Founder · Strategy and growth- Built a tracking system that turns WhatsApp enquiries into confirmed bookings
- Three years as Senior Account Strategist on behalf of Google
- 120 accounts of business owners and agencies each quarter
Conversion tracking · server-side tracking
Conversion and server‑side tracking, from click to customer.
You want to know which ad brought in a customer or an order, not how many clicks you got. We track enquiries, phone calls, WhatsApp messages and online shop sales down to the euro, and send them back to Google and Meta. That way your campaigns learn from real customers.
Written by Aziz El M’Kadmi · Updated on 29 October 2026From click to customerExample
- Click on your adGoogle Ads or MetaClick
- Visit to your websiteTracked with consentGA4
- EnquiryForm, phone or WhatsAppConversion
- QuoteFrom your CRMOffline
- CustomerSale and revenueRevenue
Sent back toGoogle Ads and Meta
In short
What is conversion tracking?
Conversion tracking measures which ad or channel produced an enquiry, booking or order, and what it was worth. Without proper tracking, Google and Meta steer on clicks instead of customers.
- Tracking set up right
- From €650
- Server-side
- From €950 + €59/month
- Calls and WhatsApp
- From €250
- Dashboard
- From €450
- Ready
- Within two weeks
- Accounts
- Remain yours
How we work
One source of truth for all your marketing.
Tracking that adds up, within two weeks. First we look at what’s being tracked now, then we set it up and test it.
Book your free account check- Days 1 to 2
First, look at what’s being tracked now
We put what Google, Meta and GA4 count next to your real enquiries and orders.
- Week 1
Tracking set up right
GA4, Tag Manager, conversions and Consent Mode v2, by the rules.
- Weeks 1 to 2
Every route to a customer
Forms, calls, WhatsApp and orders. Every conversion counted once.
- Weeks 1 to 2 · where needed
Server-side tracking
Through your own server to Google and Meta. Less data lost to ad blockers.
- Week 2
Real customers back to Google and Meta
Your CRM connected, so Google and Meta learn which enquiry became a customer.
- Monthly
Dashboard and a check every month
Enquiries, sales and investment per channel, and a check every month.
Who sets up your tracking
You speak to the people who do the work.
Carlo Robben
Google Ads, Meta Ads and tracking specialist- Strong in remarketing and reading data in Google Ads and Analytics
- Five years on behalf of Google in the Google Ads team for the Benelux
- Top Performer Benelux, Q2 2023
Is your tracking right?
Eight signs your tracking is off.
If you recognise even one, you’re partly steering your campaigns blind right now.
SignWhat we do
More conversions than enquiriesSomething is counted twice, or something other than a real enquiry.We count each enquiry once.
Fewer conversions than enquiriesForms, phone calls or visitors who decline cookies are missing.Every route tracked, with Consent Mode v2.
Google and Meta count differentlyEach platform credits itself with the enquiry.One dashboard with your real enquiries.
Nobody knows which campaign brings in customersYou steer on enquiries, not on revenue.Quotes and sales fed back to Google and Meta.
No cookie banner, or an outdated oneYou track too much or too little, and take a risk.Cookie banner and Consent Mode v2 by the rules.
Revenue in Google Ads doesn’t match your online shopOrders counted twice, or with VAT and shipping costs included.Every order counted once, with the right order value.
You steer on revenue, not on marginA high ROAS can still mean a loss.Margin or profit as the conversion value.
Nobody knows how it was set up any moreAny change to your website can break your tracking.Documented and checked every month.
Good decisions start with numbers that add up.
Aziz El M’Kadmi, founder · How our approach works
From our own work
What better tracking revealed.
No client names, but real numbers, with the period and the source included.
Google counted every WhatsApp click as a conversion. Of 890 enquiries, 88 became a booking.
- Enquiries
- 890
- Confirmed bookings
- 88
- Booking value
- €12,829
A custom in-between screen records every enquiry with its Google click ID. The owner confirms real bookings with one click, and only those go back to Google Ads.
3 September to 28 October 2026 · our own tracking systemMeta reported 1,510 leads. There were 537.
- Leads according to Meta
- 1,510
- Real enquiries
- 537
- Real cost per enquiry
- €6.64
We put Meta’s numbers next to the real enquiries in the platform’s database. Only 36% of the reported leads actually existed. We report the real enquiries.
May to October 2026 · Meta Ads Manager versus the lead databaseA broken cookie update misattributed around 77% of paid traffic.
We switched to a different cookie tool with Consent Mode v2. The booking app had no thank-you page of its own, so completed bookings couldn’t be tracked. A redirect to a dedicated thank-you page now counts every completed booking.
2026 · our own client workWhy you can trust usOfficial Google PartnerEight years combined on behalf of Google in the Google Ads teamCancel monthly, no annual contract
Your report
This is what your dashboard looks like.
Google Ads, GA4, Search Console and Tag Manager in one overview, with a report every month, and every week on the larger packages, plus a check on your tracking.
Northbound console · example client · October 2026Example with fictional data
- Enquiries
- 286
- Confirmed bookings
- 71
- Cost per booking
- €21.40
- Booking value
- €14,880
+18% vs September
+12%
−9%
+15%
Enquiries per week
By channel
- Google Ads138
- Meta Ads64
- Organic and Maps71
- AI assistants13
Tracking quality
- Consent Mode v2All good
- Duplicate conversionsNone
- Booking value sentCheck
This is an example with fictional figures. Clients get their real figures in their monthly report, and every week too on the larger packages.
Pricing
How much does tracking and measurement cost?
One-off setup, prices known in advance. Only server-side tracking has a small monthly fee for the server.
Our pricing
Tracking set up right: GA4, Tag Manager, conversions, Consent Mode v2from €650one-off
Server-side tracking with Conversions APIfrom €950+ €59 per month
Call and WhatsApp trackingfrom €250one-off
Feeding quotes and sales backfrom €750one-off
Cookie banner and Consent Mode v2from €295one-off
Looker Studio dashboardfrom €450one-off
Excluding VAT. All packages include enquiry tracking. The Scale package also includes server-side tracking.
See the full price listCalculate ROAS and break-even ROAS
ROAS is your revenue divided by your ad spend. Your break-even ROAS is 1 divided by your margin. Enter your own numbers.
- Your ROAS
- 4.0
- Break-even ROAS
- 2.5
- Profit after ads
- €600
Your ads pay for themselves. After your margin, every euro brings in more than it costs.
Further reading
