Conversion Tracking for Business: Which Website Events Should You Track

Conversion tracking is a system for measuring important user actions on a website. It helps businesses understand not only how many people visited a page, but also what they did next: submitted a form, clicked a button, called, sent a message, made a purchase, or booked a consultation.

Without conversion tracking, a business can see traffic but not the real result. Ads may get clicks and a website may get visitors, but without properly configured events it is difficult to understand which channels generate leads, which pages perform better, and where users drop off.

Proper event tracking helps make decisions based on data: improve landing pages, optimize advertising, calculate cost per lead, and understand which actions are truly valuable for the business.

What Is a Conversion

A conversion is a valuable user action. For an online store, it may be a purchase. For a service business, it may be a lead, call, booking, or consultation request. For a B2B company, it may be a form submission, presentation download, or contact request.

The main rule is simple: not every click should be treated as a conversion. If everything is tracked as equally important, analytics becomes noisy and less useful.

It is better to separate events into two groups:

• main conversions;
• supporting events.

Main conversions show real business results. Supporting events help understand the user journey before that result.

Main Conversions for a Business Website

For most business websites, the most important conversions are actions that directly move the customer closer to purchase or contact.

These events may include:

• contact form submission;
• consultation request;
• call booking;
• phone number click;
• email click;
• messenger click;
• order placement;
• payment;
• registration;
• quote request.

These events should be configured first, because they show whether the website is creating business value.

Supporting Events

Supporting events are not always final conversions, but they help understand the user journey.

For example, a person may not submit a request immediately, but they may view a service page, open a case study, click a CTA, read the FAQ, or go to the contact page. These actions show interest and help identify weak points in the funnel.

Useful supporting events include:

• CTA button click;
• service page view;
• contact page visit;
• case study view;
• FAQ opening;
• scroll to an important section;
• file download;
• pricing or plan view;
• “Read more” click;
• form start.

These events do not always need to be sent to advertising platforms as main conversions, but they are useful for UX and content analysis.

Form Events

The lead form is one of the most important parts of a website. But it is not enough to track only successful submissions. Sometimes users start filling out a form but do not complete it because of an error, too many fields, or unclear interface.

For forms, it is useful to track:

• form opening;
• form start;
• successful submission;
• submission error;
• submit button click;
• service type selection;
• budget or deadline selection, if these fields exist.

This helps understand whether the problem is in the ads, landing page, or the form itself.

Events for Service Businesses

For service businesses, it is important to track not only leads, but also actions that show interest in specific services.

For example, for an IT company useful events may include:

• Web Development page view;
• Mobile Development page view;
• Digital Marketing page view;
• “Discuss a project” click;
• contact form opening;
• blog-to-service page transition;
• case study view;
• booking calendar click;
• lead submission.

This helps understand which services attract attention, which articles bring potential clients, and which pages move users closer to a request.

Events for E-commerce

For an online store or catalog, events should show the path from product view to purchase.

Useful events include:

• product view;
• add to cart;
• checkout start;
• delivery method selection;
• payment method selection;
• payment;
• purchase;
• promo code use;
• remove from cart;
• payment error.

These events help see where users most often stop and which campaigns bring not only traffic, but real sales.

Which Parameters Should Be Sent

An event without parameters often gives too little information. For example, a “form_submit” event shows that a form was submitted, but does not explain which form, on which page, and from which campaign the user came.

Useful event parameters include:

• form name;
• page;
• website language;
• service type;
• traffic source;
• campaign;
• medium;
• content;
• value, if there is financial value;
• currency for purchases;
• status for successful or failed actions.

With parameters, analytics becomes clearer and reports become more useful for business decisions.

GA4, Google Ads, Meta Ads, and TikTok Ads

For effective digital marketing, events often need to work across several tools. A business may need to send data to GA4, Google Ads, Meta Ads, and TikTok Ads.

GA4 helps analyze user behavior on the website. Google Ads, Meta Ads, and TikTok Ads use conversions to measure campaign performance and optimize advertising. Google Tag Manager is often used to manage tags and events without changing the code every time.

For important conversions, businesses can also consider server-side tracking or Conversions API, especially when they actively invest in ads and need better data quality.

What Should Not Be Tracked as a Main Conversion

Not every action should be a main conversion. Page views, scrolls, menu clicks, or FAQ openings can be useful events, but they do not always show real business value.

As main conversions, it is better to keep only actions that matter to the business: lead, call, purchase, booking, registration, or quote request.

If too many weak conversions are sent to ad platforms, algorithms may optimize campaigns for low-quality actions.

Conclusion

Conversion tracking helps businesses see what actually happens after an ad click or website visit. It is the foundation for useful analytics, advertising optimization, landing page improvements, and understanding cost per lead.

Start with the main conversions: leads, calls, bookings, purchases, or registrations. After that, add supporting events such as CTA clicks, service page views, form openings, scrolls, file downloads, and content interactions.

MADIS helps businesses set up conversion tracking: GA4, Google Tag Manager, advertising pixels, events, forms, UTM structure, and reports that show the real result of digital marketing.