Conversion Tracking Setup for a Legal Services Company

The goal was to build a comprehensive conversion tracking system for two legal services websites using Google Tag Manager (GTM) and Google Analytics 4 (GA4).

The objective was to collect accurate user interaction data and establish a reliable conversion framework for optimizing Google Ads and Meta Ads campaigns.

What Was Implemented
Call Tracking

Configured tracking for:

Phone clicks in the website header
Phone clicks in the footer
International phone numbers (Germany, Czech Republic, Poland, France, Netherlands, Finland, and Ukraine)
Messenger Tracking

Tracked user interactions with:

Telegram
Viber

Including clicks from both the website footer and floating contact widgets.

Contact Widget Tracking

Implemented tracking for phone call actions within a floating contact widget, including elements that did not use standard tel: links.

Online Chat Tracking

Configured event tracking for chat message submissions through the website’s live chat system.

Lead Tracking

Implemented lead conversion tracking by detecting successful form submissions through confirmation messages, ensuring accurate tracking of AJAX-based forms without page reloads.

Engagement Tracking

Set up key micro-conversions, including:

Contact page views
Time on site exceeding 60 seconds
50% scroll depth
Social Media Tracking

Tracked clicks to:

Facebook
Instagram
YouTube
TikTok
Telegram
X (Twitter)
Threads
Technical Stack
Google Tag Manager (GTM)
Google Analytics 4 (GA4)
Click Triggers
Element Visibility Triggers
Scroll Depth Triggers
Timer Triggers
CSS Selectors
Results

A complete analytics and conversion tracking system was successfully deployed across both websites.

The solution enabled the company to:

Track all major user touchpoints
Measure phone call performance by country
Analyze communication channel effectiveness
Monitor user engagement and behavior
Send accurate conversion data to GA4, Google Ads, and Meta Ads
Improve advertising optimization and lead quality

Outcome: More than 25 conversion and micro-conversion events were implemented, creating a reliable end-to-end analytics framework for marketing and business decision-making.