Challenge
A financial consulting business needed reliable conversion tracking before running Google Ads. The existing site had GA4 installed, but lead actions were not fully tracked and the setup was not centrally managed through Google Tag Manager.
The goal was to accurately measure successful contact form submissions, phone clicks, and email clicks without creating duplicate tags or inflated conversion data.
Services provided
GA4 configuration, Google Tag Manager implementation, Google Ads conversion tracking, Elementor form tracking, thank-you page setup, phone and email click tracking, custom event parameters, and conversion testing.
Approach
I first audited the existing Google tracking setup to identify what was already installed and connected.
Rather than adding duplicate tracking codes, I moved the measurement setup into Google Tag Manager and created a clear conversion hierarchy: successful form submissions as the primary lead action, with phone and email clicks tracked as secondary interactions.
Implementation
Google Tag Manager was installed and configured as the central tracking layer. The existing GA4 tag was migrated into GTM, while keeping the connection between GA4 and Google Ads intact.
The Elementor contact form was configured to redirect successful submissions to a dedicated thank-you page. This page triggers the GA4 generate_lead event and the primary Google Ads lead conversion.
Separate phone_click and email_click events were also created for tel: and mailto: links.
A custom GTM variable was built to distinguish whether phone and email clicks came from the main Contact section or the website footer. This information is passed to GA4 using the click_location parameter.
Results
The website now has a complete and tested lead-tracking system across GA4, Google Tag Manager, and Google Ads.
Form submissions are measured as the primary Google Ads conversion, while phone and email clicks are recorded separately as secondary conversions.
The business can now measure not only whether visitors contact them, but also how they choose to make contact and where those interactions happen on the website.
All events and conversion tags were validated using GTM Preview, Google Tag Assistant, and GA4 DebugView before launch.
Supporting context
Platform: WordPress + Elementor
Tracking: Google Tag Manager + GA4
Advertising: Google Ads
Primary conversion: Successful contact form submission
Secondary conversions: Phone clicks and email clicks
Additional reporting: Contact section vs. footer interaction tracking