GA4, Google Ads & GTM Conversion Tracking for a Therapy Website

Challenge

A therapy practice needed reliable website tracking after launching Google Ads. The main priorities were contact form leads, phone number clicks, and email link clicks.

The audit identified an important problem: an existing Primary conversion used the GA4 contact_us event, configured to fire when the contact page loaded. Visits to that page could therefore count as conversions without a visitor submitting an inquiry.

The business needed clearly defined contact events and conversion settings aligned with its lead generation goal.

Services provided

Tracking audit, Google Tag Manager configuration, GA4 event tracking, Elementor form tracking through an existing thank-you page, phone and email click tracking, GA4 conversion imports into Google Ads, campaign goal configuration, and tracking validation.

Approach

I reviewed the website’s installed tags, existing GA4 property, and Google Ads conversion actions before adding tracking.

I used the existing GA4 property and configured the new GTM container as the central tracking layer. The conversion plan separated form leads from contact link clicks: form leads would guide Google Ads bidding, while phone and email clicks would remain available as Secondary conversions for reporting.

Implementation

I configured the GA4 Google tag in GTM and created three event tags:

• generate_lead
• phone_click
• email_click

The Elementor contact form already redirected successful submissions to /thank-you/. I used that existing destination to trigger generate_lead, then created separate link-click triggers for the practice’s phone number and email address.

The phone trigger accounted for the different number formats used in the header and footer. It was restricted to the business number, excluding the contact page’s emergency telephone link.

After testing, I published the GTM tags and imported all three GA4 events into Google Ads. I set generate_lead as Primary and phone and email clicks as Secondary. The old contact-page visit conversion was also changed to Secondary.

The active Search campaign had been targeting the Contacts goal. I updated its campaign-specific goal to Submit lead forms and confirmed that Google Ads auto-tagging was enabled.

Results

The website now has published tracking for its three main contact actions. During testing, each event tag fired once for its corresponding action, and all three events were confirmed in GA4.

Google Ads now has a defined form lead conversion for campaign bidding, with phone and email clicks recorded separately for reporting. The active campaign’s goal was aligned with the new form lead conversion.

The outcome was a verified event tracking setup and corrected campaign conversion settings. Live Google Ads attribution still requires confirmation from subsequent eligible ad-driven conversions.

Supporting context

• Platform: WordPress + Elementor
• Tracking: Google Tag Manager + GA4
• Advertising: Google Ads
• Primary conversion: generate_lead, triggered by the existing thank-you page
• Secondary conversions: Phone and email clicks
• Previous conversion corrected: Contact-page visits counted as Primary conversions
• Validation: GTM Preview, Google Tag Assistant, and GA4 DebugView
• Measurement scope: Direct thank-you page visits or reloads can also trigger the form event. Phone and email events measure clicks, not completed calls or sent emails.