Day 15 – Conversion Tracking & Campaign Launch (Step-by-Step Guide)

 

Week 3: Google Ads Setup

Day 15 – Conversion Tracking & Campaign Launch (Step-by-Step Guide)

The purpose of Day 15 is to set up conversion tracking so you can measure the results of your Google Ads campaign. Instead of only knowing how many people clicked your ad, you'll know how many people filled out a form, called the business, or booked a tutoring session.

Without conversion tracking, you cannot accurately measure your return on investment (ROI).

Step 1: Confirm Access to All Accounts

What are you doing?

Making sure you have access to all the tools needed before launching the campaign.

Tools

Using Google Ads – Manage campaigns and conversions.

How to Access: Google Ads

Free or Paid: Free account. Ads require an advertising budget.

Using Google Analytics 4 (GA4) – Track visitor behavior and conversions.

How to Access: Google Analytics

Free or Paid: ✅ Free.

Using Google Tag Manager (GTM) – Install tracking codes without editing website code repeatedly.

How to Access: Google Tag Manager

Free or Paid: ✅ Free.

Make sure you have access to:

  • Google Ads

  • Google Analytics 4

  • Google Tag Manager

  • WordPress (or the website CMS)

Step 2: Connect Google Ads with Google Analytics 4

What are you doing?

Linking Google Ads to Google Analytics so advertising performance and website behavior are connected.

Why?

This allows Google Ads to use Analytics data for reporting and optimization.

Steps

In Google Analytics

  1. Open Admin.

  2. Click Google Ads Links.

  3. Click Link.

  4. Select the client's Google Ads account.

  5. Confirm and save.

Step 3: Set Up Google Tag Manager

What are you doing?

Installing Google Tag Manager on the website so you can manage tracking tags from one place.

Why?

Instead of editing website code every time you add tracking, GTM lets you publish and manage tags centrally.

Steps

  1. Create or open the GTM container.

  2. Copy the GTM code snippets.

  3. Install them on the website (or use a WordPress plugin if appropriate).

  4. Publish the container.

Step 4: Track Contact Form Submissions

What are you doing?

Recording when someone submits the contact or enrollment form.

Tool

Using Google Tag Manager – Create a form submission trigger and tag.

Steps

  1. In GTM, create a Form Submission trigger (or another trigger appropriate for how the website works).

  2. Create a Google Ads Conversion tag or GA4 Event tag.

  3. Attach the trigger to the tag.

  4. Test it using GTM Preview mode.

  5. Publish the container.

Conversion Name

Example

Contact Form Submitted

Step 5: Track Phone Calls

What are you doing?

Measuring phone calls generated by the advertisements.

Tool

Using Google Ads – Configure call conversions.

Examples

Track

  • Calls from the website

  • Calls from call extensions

  • Calls from call ads

Steps

  1. Open Google Ads.

  2. Go to Goals (or Conversions, depending on the interface).

  3. Create a new conversion action.

  4. Select Phone Calls.

  5. Configure the settings.

  6. Save.

Step 6: Track Bookings

What are you doing?

Measuring when someone books a tutoring session.

Tool

Using Google Analytics 4 + Google Tag Manager

Example

A visitor:

  • Opens the website.

  • Clicks Book a Lesson.

  • Completes the booking.

This action is recorded as a conversion.

Example Event Name

Lesson Booking

Step 7: Import Conversions into Google Ads

What are you doing?

Allowing Google Ads to optimize campaigns based on completed actions.

Tool

Using Google Ads

Steps

  1. Open Google Ads.

  2. Go to Goals (or Conversions).

  3. Import conversions from Google Analytics 4 if you're using GA4 events.

  4. Save.

Example Conversions

  • Contact Form

  • Phone Call

  • Lesson Booking

Step 8: Test Conversion Tracking

What are you doing?

Making sure every conversion works before launching the campaign.

Tools

Using Google Tag Manager – Preview Mode.

Using Google Analytics 4 – Realtime Report.

Test

  • Submit the contact form.

  • Make a test phone call (if practical).

  • Complete a test booking.

Check whether each event appears in GA4 Realtime and, after processing, in Google Ads if applicable.

Step 9: Review Campaign Settings

What are you doing?

Performing a final quality check before launch.

Checklist

✔ Campaign objective

✔ Keywords

✔ Ad groups

✔ Headlines

✔ Descriptions

✔ Landing pages

✔ Audience

✔ Budget

✔ Bidding strategy

✔ Conversion tracking

Step 10: Launch the Campaign

What are you doing?

Making the advertisements live.

Tool

Using Google Ads

Steps

  1. Open the campaign.

  2. Review all settings.

  3. Click Publish or Enable (depending on the interface).

  4. Confirm the campaign is active.

Google will review the ads before they begin serving.

Step 11: Monitor the Campaign

What are you doing?

Checking the campaign after launch to ensure everything is working correctly.

Tools

Using Google Ads – Monitor campaign performance.

Using Google Analytics 4 – Monitor website activity.

Check

  • Impressions

  • Clicks

  • Click-Through Rate (CTR)

  • Conversions

  • Cost Per Click (CPC)

  • Cost Per Conversion

  • Search Terms

  • Budget usage

Step 12: Create a Launch Report

What are you doing?

Documenting the campaign setup and launch.

Tool

Using Google Sheets or Microsoft Excel – Campaign Launch Report.

How to Access: Google Sheets

Free or Paid: ✅ Free.

Example

TaskStatus
Google Ads Connected✅
Google Analytics Connected✅
Google Tag Manager Installed✅
Contact Form Tracking✅
Phone Call Tracking✅
Booking Tracking✅
Conversion Actions Imported✅
Campaign Published✅
Initial Monitoring Started✅

Best Practices

Conversion Tracking

Track actions that directly support the client's business goals, such as:

  • Contact form submissions

  • Phone calls

  • Lesson bookings

  • Student enrollments

Testing

Always test every conversion before launching the campaign.

Monitoring

Check campaign performance daily during the first week so you can quickly identify issues or opportunities for improvement.

Optimization

Use conversion data—not just clicks—to guide future decisions about keywords, ads, budgets, and bidding strategies.

Deliverables for Day 15

By the end of Day 15, you should have:

  • ✅ Google Ads linked with Google Analytics 4.

  • ✅ Google Tag Manager installed and configured.

  • ✅ Contact form tracking working.

  • ✅ Phone call tracking configured.

  • ✅ Booking tracking configured.

  • ✅ Conversion actions imported into Google Ads (if using GA4 events).

  • ✅ Campaign launched.

  • ✅ Campaign monitoring started.

  • ✅ Campaign launch report completed.

Final Goal

By the end of Day 15, your Google Ads campaign should be fully operational.

You should now be able to answer important business questions such as:

  • How many people clicked the ads?

  • How many visitors submitted the contact form?

  • How many phone calls came from the campaign?

  • How many tutoring sessions were booked?

  • Which keywords and ads are generating the best results?

From this point onward, your work shifts from setup to optimization—using real performance data to improve the campaign and increase the client's return on advertising investment.

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