Conversion Signal Rebuild and Enhanced Conversions

Most B2B search accounts we take over are optimising toward a form fill that becomes pipeline four to eight percent of the time. Smart Bidding buys what you count, so it buys the cheapest version of that form fill it can find. This engagement changes what gets counted. The inventory: Every conversion action, its counting method, its window, its primary or secondary flag, and whether it fires from the Google Ads tag or arrives as a GA4 key event import. Double counting the same action from both sources is the most common finding in a takeover, and it has usually inflated every report the account has produced for years. We reduce the primary set, often to a single action. Everything else moves to secondary, where it stays visible in reporting without steering bids. Enhanced conversions: Email addresses normalised and SHA-256 hashed before they leave the browser, delivered through the user-provided data variable in Tag Manager, sourced from the authenticated session or the checkout object rather than scraped from form fields. Field-scraped identity breaks the first time marketing edits a form, and it breaks silently. For lead generation we capture the hashed identifiers at submit so they can be matched to the offline import later. Offline conversions: GCLID, plus wbraid and gbraid for iOS traffic, captured at first touch, persisted in a first-party cookie and written server-side onto the CRM record — a field on the Lead and Opportunity in Salesforce, or the equivalent property in HubSpot. A scheduled job uploads stage transitions against those identifiers inside the ninety-day window, with a backfill for records already in flight. We build the job properly. We do not run a company's revenue signal through Zapier. Values, so bidding optimises toward money: Stage-level values derived from trailing six-month close rate multiplied by average contract value, refreshed quarterly with the change documented. For furniture, order value adjusted for category return rate, because a sofa returned in week three was never revenue. For pet subscription, first-order value replaced by predicted twelve-month value from a stated retention curve — shown to you, not asserted. Consent: Consent Mode v2, with the basic-versus-advanced decision written down and the legal owner named in the document. We will not implement a configuration that transmits signals a visitor's consent record denied, and we will not model around a missing consent record to make a dashboard look healthier. If that costs measured conversions in a European market, that is the correct outcome and we will show you the size of it. What you receive: A measurement specification covering events, parameters, identity, values and consent. The Tag Manager changes in a versioned workspace. The import job with its schedule and its monitoring. And a thirty-day reconciliation comparing Google-reported conversions against CRM records, with the variance explained rather than rounded away. Not included: GA4 reporting rebuilds, attribution modelling beyond Google's own data-driven model, customer data platform work, media buying, and consent banner selection or legal advice about it. Who this is not for: Companies that will not send a stage-level signal back from the CRM. If the honest answer is that engineering time cannot be secured this quarter, the honest recommendation is not to start — the tracking half alone will make the account look better in reports while it goes on buying the same weak leads, which is worse than the situation you have now. Also not for organisations where nobody owns the CRM data model. This work needs one person who can decide what a qualified opportunity is and make that definition stick across sales and marketing.