Learn · Measurement
Tracking goes in before traffic does — not after the first invoice.
At minimum: page views, form submissions, phone/tel link clicks, and any "book" or "buy" action — set up as real conversion events in Google Ads and/or Meta Ads Manager, not just a generic analytics pageview count.
A pageview tells you someone showed up. A conversion event tells you what they did once they got there — and which ad, keyword, or page gets credit for it.
If you can't tell which page produced the call, you're guessing with your ad budget — and guessing is one of the most expensive ways to run a business. Every dollar spent without conversion data is a dollar you can't optimize next month.
This is also why platforms reward good tracking: Google and Meta's own bidding algorithms need conversion signals to spend your budget efficiently. No tracking means the algorithm is flying blind too.
You should. Analytics and ad accounts belong in your Google and Meta business accounts, not an agency's — that way the conversion history, audience data, and account reputation stay with you if you ever change who runs your marketing.
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