Google Ads Conversion Tracking: custom GTM container with consent architecture. 10-20 hours of concentrated configuration. Once, and it runs.
Standard GA4 + Consent Mode loses 25-45% of conversion data in practice. I build the custom variant, clean data foundation that Smart Bidding actually works on.
Delivery in 2-3 weeks · fixed price · handover documentation included.
Who does it
Mijo Jurisic, Google Ads consultant, founder of MJ Marketing.
Working in Google Ads since 2021: self-taught on own online projects, deep dive into auction mechanics, conversion tracking and search-engine logic. 2023-24 as a consultant in Google's Premier Partner programme with 500+ direct client accounts and top DACH agencies, €20M media budget under direct responsibility.
MJ Marketing since 2024: Premier-Partner methods delivered directly to SMEs and local service providers. No junior handover. No marketing fluff. No lock-in.
— Mijo Jurisic
Setup process
Three phases. 2-3 weeks from briefing to live.
- Week 1
Discovery & architecture
I map your conversion paths (form, call, appointment booking, checkout steps), decide tag-manager strategy (Custom GTM vs. server-side), and define consent architecture. Output: technical spec document.
- Week 2
Build & test
Custom GTM container set up with all tags, triggers and variables. Consent layer (cookie banner) integrated. Testing in preview mode with all edge cases: consent acceptance, refusal, cross-device sessions.
- Week 3
Launch & handover
Live launch with 48h monitoring. Handover documentation with tag map, trigger logic and maintenance notes. 30-min walkthrough call with your team so you can make smaller changes yourselves.
Illustrative setups
What I typically build.
Illustrative tracking-setup scenarios, not real client data: what the starting point is and which architecture I build in a case like this.
| Industry | Scope | What was missing before | After setup |
|---|---|---|---|
Insurance broker · online advisory DACH | Server-side / 3 weeks |
| Conversion data captured 58%94% |
E-Commerce · fashion DTC | Server-side / 4 weeks |
| ROAS accuracy ±35% drift±8% drift |
Practice · multi-location | Custom GTM / 2 weeks |
| Call conversions tracked 0%100% |
Coaching · online sales | Custom GTM / 2 weeks |
| Funnel steps captured 2 of 77 of 7 |
Agency · whitelabel | Server-side / 3 weeks |
| Multi-tenant separated Mixed dataClean per tenant |
Pharma OTC · pharmacy direct sales | Custom GTM / 2 weeks |
| Form submissions ImpreciseClean + deduplicated |
What I build
Three components of Google Ads conversion tracking, documented for handover.
Custom GTM container
Instead of GA4 standard templates: hand-built tag architecture with named triggers, variables for each conversion action. Clean naming convention so your team can maintain it later.
Consent architecture
Own cookie banner (no Cookiebot lock-in), trigger logic that respects what the user chose. GDPR-compliant but not overly pessimistic: Consent Mode with data, not 0% data on refusal.
Server-side tracking (where useful)
For e-commerce, long conversion paths, cross-device scenarios: server-side container via Cloud Run or own infrastructure. iOS-14 losses almost fully reversed, but only where the effort pays off.
Fixed price
Project-based. Three tiers by complexity.
Delivery in 2-3 weeks. Handover documentation included. I want your team to maintain it themselves.
- Custom GTM container
- Cookie banner integration
- 3-5 conversion actions
- Handover doc + 30-min walkthrough
- Custom GTM + extended e-com events
- Cart abandonment + refund tracking
- Cookie banner with marketing toggle
- Handover doc + 60-min walkthrough
- Server-side container (Cloud Run etc.)
- Custom GTM client + server
- Cross-device tracking
- Handover doc + 90-min walkthrough
What's not included
Ongoing maintenance (tag adjustments when your website changes, new conversion actions etc.) is not in the fixed price. Optional maintenance retainer from €300/month, or your team does it themselves, that's what the handover doc is for.
Fixed price with clear scope, payment before project start.
2-3 weeks from discovery call.
Server-side hosting (Cloud Run etc.) separate, typically €15-40/mo.
What you don't get
Anti-bullshit guarantee for conversion tracking.
What other tracking setups do badly, and I explicitly don't:
You aren't tied to a €500/mo consent vendor. I build or integrate a cookie banner you keep. If you want to switch later, you can.
The container runs on your GTM account. You keep admin access. On termination I can cleanly exit. The whole build stays functional.
GA4 has auto-track templates that look like a lot but deliver wrong data. I build hand-crafted tags with clear logic, even though it's more initial effort.
Anyone promising "100% iOS-14 recovery" without server-side is lying. Server-side is the only method that genuinely helps, and I only do it when the effort fits your case.
FAQ
Common questions before the conversion tracking setup.
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View allSetup briefing
30 minutes. We scope the project.
You explain conversion paths, platform, use cases. I say which tier fits (Standard / E-Com / Server-Side) and deliver a fixed-price offer within 48h after receiving all necessary info. If you don't book, that's also fine, no sales follow-up calls.
Fixed price after briefing. No hidden charges.