Choose a valuable action
Decide which action indicates genuine progress, such as a confirmed form submission or completed booking. Separate primary business outcomes from supporting page events. Never send personal information such as email addresses or phone numbers in ordinary analytics event parameters.
Verify the data path
Check tags, consent behavior, thank-you states and duplicate firing. Test real and invalid form behavior so a validation error is not counted as a conversion. Confirm account access and ownership with the business before changing campaign measurement.
Use results responsibly
Allow for reporting delays and attribution limitations, then compare platform data with internal lead quality where permitted. Google's conversion tracking guidance explains setup options. Tracking helps inform decisions; it does not guarantee campaign performance.