Which conversions can you measure?

Depending on the context, it is possible to measure forms, calls, purchases, appointments and various custom actions. The main goal is to select the actions that are genuinely useful for the business.

Can you take over an existing tracking setup?

Yes. The existing setup can be analyzed to identify what is already correctly configured, what needs to be corrected and what is missing.

Do you work with Google Tag Manager and GA4?

Yes. Google Tag Manager and GA4 are among the tools commonly used to deploy, collect and analyze events.

Can you measure calls?

Depending on the configuration of the site, the campaigns and the available tools, certain calls or phone interactions can be integrated into measurement.

Can you measure store visits?

Certain solutions make it possible to link advertising interactions to physical visits when the technical conditions, volumes and necessary data are met. It is not systematically available for every business.

Can you integrate offline conversions?

Yes when the commercial journey and available data allow it. Qualified leads, sales or other results can in some cases be fed back into advertising measurement.

Do you also analyze visitor behavior on the site?

Yes when it is useful. The analysis can focus on the journey, interactions, scroll depth or certain friction points using suitable tools.

Why secure tracking before increasing budgets?

Because platforms use conversions and available signals to optimize campaigns. Incomplete or poorly defined data can lead to wrong decisions.

TRACKING & CONVERSIONS

Tracking & conversions. Measuring the actions that really matter.

MD Sherpa sets up and secures tracking and conversion measurement for companies in French-speaking Switzerland to connect their campaigns with the actions that genuinely matter, online and offline.

See what we measure

Google Partner · 150+ Google Ads accounts · 500+ campaigns managed

01

CLICKVisit from a campaign

02

ACTIONForm · call · purchase

03

CONVERSIONCorrectly measured event

04

DATASignal reported and usable

05

DECISIONData-driven optimization

MEASURE BEFORE OPTIMIZING

Without reliable measurement, campaigns are steered with partial information.

Advertising platforms can only optimize correctly when the important actions are identified and reported with sufficient reliability.

01
MISSING CONVERSIONS
Some useful actions are not measured or do not report correctly.
02
WRONG SIGNALS
A measured action is not necessarily an action that truly matters to the business.
03
ONLINE AND OFFLINE SEPARATED
Campaigns can generate calls, appointments or visits that do not happen directly on the site.
04
BIASED DECISIONS
Poor measurement can lead to optimizing the wrong elements.

THE CONVERSIONS

Not all useful actions happen in the same place.

Measurement should reflect the commercial reality of the business, not only what happens in a web form.

01

FORMS

Contact requests, quotes, sign-ups and custom forms.

02

CALLS

Clicks on numbers, tracked calls or relevant phone actions.

03

PURCHASES

Transactions, value, products and e-commerce events.

04

APPOINTMENTS

Bookings, appointments and sales steps.

05

STORE VISITS

Online actions that can be linked to physical visits when technical conditions and available data allow it.

THE MEASUREMENT JOURNEY

A useful conversion must stay understandable from the click to the decision.

BEYOND THE SITE

A campaign can generate value well after the click.

A prospect may call, book an appointment, visit a store or become a customer later. When data and tools allow it, these results can enrich campaign measurement.

01 · WHAT CAN BE MEASURED

Forms
Calls
Purchases
Appointments
Store visits
Offline conversions
Key actions
Custom conversions

02 · BEHAVIOR ON THE SITE

Navigation journey
Interactions
Scroll depth
Areas viewed
Friction points

THE MEASUREMENT TOOLS

Tracking tools correctly installed and interconnected to obtain reliable data.

The role of tools is to collect and transmit the right signals. Their configuration must stay consistent with the business objectives.

01

GOOGLE TAG MANAGER

Deployment and management of conversions.

02

GA4

Analysis of events and journeys.

03

ENHANCED CONVERSIONS

Enrichment of certain signals when the context allows.

04

CONSENT MODE

Consistent management of measurement with consent choices.

05

OFFLINE CONVERSIONS

Connecting certain commercial results to campaigns.

06

ATTRIBUTION

Reading journeys and understanding sources.

UNDERSTAND THE JOURNEY

The conversion does not always tell what happened before.

Behavioral analysis can complement conversion data to understand how visitors use the pages and where friction points appear.

01Navigation journey
02Interactions
03Scroll depth
04Areas viewed
05Friction points

Possible tools: Microsoft Clarity or equivalent solutions depending on the context.

DATA QUALITY

A reported event is only useful if it correctly represents an important action.

01

DEFINE

Which actions truly carry value?

02

CONFIGURE

How to measure them correctly?

03

VERIFY

Does the data report as expected?

04

USE

How do the campaigns react?

FROM DATA TO DECISIONS

Measuring is not enough. You have to understand what the data means.

MD Sherpa analyzes the results, puts the figures in context and explains them in order to decide priority actions with the client.

01

ANALYZE

Campaigns
Conversions
Costs
Behavior
Offline signals

02

EXPLAIN

What changes
Why
What deserves action
What can wait

03

DECIDE

Priorities
Tests
Budgets
Trade-offs
Optimizations

IS IT THE RIGHT STARTING POINT?

Tracking becomes a priority when you do not precisely know what generates your results.

01
Your campaigns generate leads but you do not precisely know which actions should be used as conversions.
02
Some conversions are missing, report poorly or seem inconsistent.
03
You want to connect calls, appointments, visits or offline sales to campaigns when technically possible.
04
You want to secure measurement before increasing your advertising budgets.

AFTER MEASUREMENT

Reliable measurement then helps you choose what comes next.

FREQUENT QUESTIONS

Before reviewing your tracking.

Conversions, tools, offline or data quality: a few pointers before starting.

IS YOUR MEASUREMENT RELIABLE?

Let's talk about the goals and measurements of your campaigns.

You want to secure your conversions, connect online and offline or better understand your customers' journey? Let's review your tracking.

Write to us