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Conversion Tracking Audit: Are Your Calls and Forms Really Counted?

By Sam · Last updated 11 October 2026 · 5 minute read

Contents

• What usually goes wrong
• What we check
• What you receive
• How it works
• Try it yourself first
• Frequently asked questions
• Sources

What usually goes wrong

• No key events set up, so GA4 cannot show what produces enquiries.
• A visit to the contact page counted as an enquiry instead of a completed form.
• The tracking code installed twice, or the same action counted in two places. See why GA4 and Google Ads numbers differ.
• Forms that send without reloading and are never tracked.
• Phone numbers that are text, not tap-to-call links. See how to track phone calls from your website.
• Tags that broke after a site change and were never tested.
• Offline actions, such as phone orders and walk-ins, that are invisible to GA4.

What we check

• Google Analytics 4 set-up, data streams and key events.
• Tag Manager containers, triggers and tags.
• Form tracking, including forms that do not redirect.
• Phone and email link tracking, and any call tracking numbers.
• Google Ads conversions and links to GA4, including duplicates.
• Consent set-up, so measurement follows your cookie choices.
• Reports: whether the numbers match your own records.

What you receive

Your tracking audit includes:

• A map of what is tracked today in Google Analytics 4 and Google Tag Manager.
• Tests of form, phone, email and WhatsApp tracking.
• A check of consent settings and double counting.
• A ranked list of fixes written in plain English.

How it works

1. You give us read-only access to Analytics, Tag Manager and Google Ads, where relevant.
2. We test each tracked action on a real phone and a real form.
3. We compare the numbers with your records.
4. We report the gaps and rank the fixes by impact.
5. You can fix the list yourself, or we can do it.

It takes three working days and costs £295.

Try it yourself first

If you want to start without us, read GA4 events for small business for the five events to set up, and how to track phone calls from your website. Our wider website and marketing audit covers tracking as one of several areas.

Frequently asked questions

What does a conversion tracking audit include?

A review of your GA4, Tag Manager, Google Ads and call tracking set-up, tests of each tracked action and a ranked list of fixes.

Do you need access to my accounts?

Read-only access gives the most accurate review. Without it, the audit is limited to what we can see from the outside.

Will it tell me why my GA4 and Google Ads numbers differ?

It will find the causes it can see, such as double counting and untested tags. Some differences come from how each tool attributes conversions.

Can you fix the problems?

We can, if you want us to. The audit stands alone and you can act on it yourself.

How often should tracking be checked?

After any change to the site, forms or tags, and at least every quarter.

Sources

• Beancount, Setting up Google Analytics 4 conversions: a small business guide, checked 11 October 2026.
• CyberOptik, Conversion tracking, checked 11 October 2026.
• ClicksGeek, How to set up conversion tracking for your website, checked 11 October 2026.

Sam, Editor at Clariti Digital.

Related guides

• GA4 events for small business: Five events every local business should track in Google Analytics 4.
• Track phone calls from your website: How to count calls that start on your website.
• Why GA4 and Google Ads numbers differ: Why Google Analytics and Google Ads report different numbers.