Google Ads conversion tracking, GA4 and consent mode in the UK

If your conversion data is patchy, Smart Bidding will optimise towards noise. In the UK, consent banners and PECR expectations mean you need a deliberate setup — not every optional tag firing on every page.

Define one primary conversion per funnel stage

• Primary: qualified lead or purchase. Secondary: micro-conversions like brochure downloads.
• Avoid double-counting the same lead across GA4 and Google Ads imports — pick a source of truth.

Consent-aware tagging

Work with your legal or DPO view on defaults; technically, wire Consent Mode so Ads and Analytics receive modelling signals when users decline, without storing more than allowed.