What does Zestcode Conversions do?

We fix broken ad tracking and feed real CRM and ERP data back into the ad platforms, so Smart Bidding learns from sales, order values and profit instead of form fills. We’re UK developers who have been building integrations since 2019, so the awkward system-to-system work is the part we enjoy.

Will you run our Google Ads campaigns?

No. Campaigns, bids, ad copy and keywords are outside what we do. Our job is the measurement and data underneath, so whoever runs your account, in-house or agency, has accurate conversions to work with. If you want someone to manage the account itself, you’ll need a different kind of firm and we’ll happily say so.

How much does it cost?

The Tracking Audit is from £395. Enhanced conversions, tag gateway and consent setup is from £750. A CRM or ERP sync is from £2,500, depending on the systems involved, with a fixed quote per project. Tracking Monitoring is from £150 a month. All prices exclude VAT, and other ad platforms are an optional add-on quoted with setup.

Can we have the audit and stop there?

Yes. The audit stands on its own: you get the traffic-light report and a quote to fix what we found, and what you do next is up to you. You’re welcome to hand the report to your own developer or agency. If everything comes back green, we’ll tell you, and the audit fee is all you’ve spent.

Which CRMs and ERPs can you connect to Google Ads?

On the CRM side we work with HubSpot, Pipedrive, Salesforce and custom-built systems. On the ERP side it’s Linnworks, Unleashed, Brightpearl and Sage 200, including phone and offline orders. If your system has an API or a reliable export there’s a good chance we can connect it, and we’ll confirm the route when we scope the work.

Who owns the tracking once you’ve built it?

You do. The tags, conversion actions, gateway settings and connections all live in your own Google Ads, GTM, Cloudflare and CRM accounts. We work in there with the access you give us, so there’s nothing to hand back at the end and no licence keeping you tied to us.

Does this work with consent and UK privacy rules?

It’s designed to. Consent Mode v2 passes your visitors’ choices to Google’s tags, customer details are hashed before upload, and nothing relies on ignoring a “no”. Your cookie banner and privacy notice remain your responsibility and we’re not lawyers, so take legal advice on anything you’re unsure about. We’ll show you exactly what gets sent and when.

Can Google Ads bid on profit rather than revenue?

It can if you give it margin to work with. Send the margin on each order as the conversion value and Target ROAS effectively becomes a target return on profit. The catch is data quality: product costs, returns, shipping and payment fees all need to be right. Some businesses send a scaled figure because true margin is commercially sensitive.

Can phone and offline orders count as conversions?

Yes, provided the sale can be tied back to the ad click or the customer’s details. We pull the real order from your ERP or CRM and send it to Google Ads with the right value, so orders your sales team takes by phone stop being invisible to bidding. Scoping shows how well your records can be matched.

Why would we need monitoring if the tracking is fixed?

Tracking breaks for dull reasons: a website release, a plugin update, an expired connection. Tracking Monitoring runs automated checks and warns you when conversions drop, a tag breaks, or the website and CRM stop matching. We first built it as a daily review of our own account, and it means you find out before the spend is wasted.

Make your ads bid on real sales, not form fills

We fix broken tracking and feed real sales, order values and margin from your CRM or ERP back into Google Ads. Developers, not another agency.

Book a tracking audit See how it works

From leaky tags to real sales data

Five stages, each useful on its own. Start with the audit, and only carry on if there’s something worth fixing.

A traffic-light report on what’s really firing

We go through GTM, your conversion actions, duplicate counting, enhanced conversions, Consent Mode v2 and the gaps between GA4 and Google Ads. You get a red, amber and green report, plus a fixed quote to sort whatever we find.

What the audit covers

Tracking audit report

Prepared for Northgate Trade Supplies, 9 November 2026

9 checks2 red3 amber4 green

FindingWhat we'd do

Duplicate countingTwo actions are counting the same sale so every purchase shows twice.Keep one purchase action and retire the other.

GA4 vs Google Ads gapGoogle Ads shows 810 purchases and GA4 shows 398.Recheck once the duplicate is gone.

Conversion actionsTwo primary actions have no value so bidding can't tell them apart.Add a value to both.

Enhanced conversionsOnly email is sent with no phone or address.Add phone and address to the tag.

Consent Mode v2Basic mode sends Google nothing when a visitor declines.Move to Advanced mode.

GTM container healthPublished with no paused or orphaned tags.Nothing needed.

Tag firing orderConsent defaults are set before any tag fires.Nothing needed.

Refund handlingRefunds are adjusted by a weekly import.Nothing needed.

Click ID captureThe click ID is stored on 98% of leads.Nothing needed.

Each sale counted once

One order can easily look like two when a thank-you page fires a pair of tags. We find the duplicate and leave a single conversion action doing the counting, so Smart Bidding stops chasing sales that never happened.

Bids based on what really sold

A form fill only proves someone can type. Your CRM and ERP know who went on to buy and for how much, so we send those results to Google Ads and bidding learns from them.

Hear about it before the budget does

Tags rarely break with any fanfare. Automated checks warn you when conversions fall or when the website and the CRM disagree, so the first sign of trouble isn’t the monthly spend report.

The leaks we go looking for

Some accounts have one of these. Some have collected the full set.

Sales counted twiceTwo actions, one order
Enhanced conversionsSwitched on, not sending
Consent signalsBanner and tags out of step
GA4 and Ads disagreeingAnd nobody knows why
Form fills as salesJunk leads train the bidding
Invisible phone ordersReal revenue, no credit
Refunds still countedSales that unsold themselves
Tags broken by updatesFound weeks later

Three jobs, done properly

Get the tracking right, connect the systems that know what really sold, then keep an eye on it all. Your campaigns stay with whoever runs them now.

Fix the tracking

Start with a fixed-price audit and a traffic-light report, then repair what it finds. That usually means duplicate actions, enhanced conversions left half finished and consent signals that never reach the tag.

Duplicate and miscounted conversion actions tidied up
Enhanced conversions configured in GTM as well as Google Ads
Consent Mode v2 with every default set explicitly
Google tag gateway through Cloudflare or your CDN

Audit Enhanced conversions Tag gateway Consent

Start with the audit

Connect the CRM or ERP

This is the part that needs developers. We send qualified leads, closed deals and actual order values back to Google Ads, including the phone orders that never touched your website.

Lead quality feedback from HubSpot, Pipedrive, Salesforce or a custom CRM
Order values from Linnworks, Unleashed, Brightpearl or Sage 200
Margin sent instead of revenue when you want to bid on profit
Custom uploads built on Google’s Data Manager API

CRM sync ERP sync Margin

See the systems we connect

Keep it working

Websites change, tags get overwritten and connections lapse. Automated checks look over your accounts every day and warn you when the numbers stop adding up, so a fault doesn’t sit there eating spend.

Alerts when conversions fall away
Broken or missing tags picked up
Website and CRM figures compared for mismatches
Any repair quoted before we start

Monitoring Enhanced conversions CRM sync

See how monitoring works

How we work, and what we won’t do

Developers first. We’d rather fix a tag than present a deck about it.

Developers, not a marketing agency

Zestcode has spent over seven years building Laravel, WordPress, Shopify and API integrations. We read the API documentation, write the code and test what it sends, which is most of what this work comes down to.

Built in your own accounts

Everything goes into your Google Ads, GTM, Cloudflare and CRM accounts rather than a platform of ours. Walk away tomorrow and every tag, trigger and connection stays put, with no lock-in.

Fixed prices, agreed first

The audit and setup packages are fixed price, and each sync gets a fixed quote once we’ve scoped it. You’ll know the number before anyone opens GTM.

Consent respected, data hashed

Customer emails and phone numbers are hashed before they reach Google, and only sent where the consent signals allow it. When a visitor says no, the setup takes that at face value.

One thing, done properly

We fix tracking and connect business data to ad platforms. GA4 dashboards, general analytics consulting and conversion rate optimisation are left to other specialists, and we don’t manage campaigns either.

An audit that can come back green

If your tracking is sound, the report says so and there’s nothing to buy. Take the findings, stop there, and we’ll part on good terms.

More about how we work

Connects what knows to what bids

Your CRM and ERP know what really sold. Your ad platforms don’t, until someone introduces them. If a system has an API, we can usually connect it.

See all integrations

Example setups. What we’d build for businesses like yours.

All example setups

B2B services

Showing Google Ads which enquiries a B2B services firm actually wants

A hypothetical B2B firm counts every contact form as a conversion, so bidding keeps finding more people who fill in forms. HubSpot knows which ones became work, and Google Ads never hears about it.

HubSpotGoogle AdsGoogle Tag ManagerData Manager API

Wholesale and distribution

Getting phone orders into Google Ads for a distributor on Linnworks

A hypothetical distributor takes a good share of its orders by phone, often from buyers who first found it through an ad. Google Ads only ever sees the orders placed on the website.

LinnworksGoogle AdsGoogle Tag ManagerData Manager API

Ecommerce

Bidding on margin for an ecommerce brand on Brightpearl

A hypothetical online retailer’s bestsellers are its thinnest earners. Google Ads only sees revenue, so Smart Bidding pours money into the products that leave the least behind.

BrightpearlGoogle AdsGoogle Tag ManagerGoogle Merchant Center

Questions we’re asked most

The things people usually want to know before they let us near their tracking. Anything else, just ask.

What does Zestcode Conversions do?
We fix broken ad tracking and feed real CRM and ERP data back into the ad platforms, so Smart Bidding learns from sales, order values and profit instead of form fills. We’re UK developers who have been building integrations since 2019, so the awkward system-to-system work is the part we enjoy.
Will you run our Google Ads campaigns?
No. Campaigns, bids, ad copy and keywords are outside what we do. Our job is the measurement and data underneath, so whoever runs your account, in-house or agency, has accurate conversions to work with. If you want someone to manage the account itself, you’ll need a different kind of firm and we’ll happily say so.
How much does it cost?
The Tracking Audit is from £395. Enhanced conversions, tag gateway and consent setup is from £750. A CRM or ERP sync is from £2,500, depending on the systems involved, with a fixed quote per project. Tracking Monitoring is from £150 a month. All prices exclude VAT, and other ad platforms are an optional add-on quoted with setup.
Can we have the audit and stop there?
Yes. The audit stands on its own: you get the traffic-light report and a quote to fix what we found, and what you do next is up to you. You’re welcome to hand the report to your own developer or agency. If everything comes back green, we’ll tell you, and the audit fee is all you’ve spent.
Which CRMs and ERPs can you connect to Google Ads?
On the CRM side we work with HubSpot, Pipedrive, Salesforce and custom-built systems. On the ERP side it’s Linnworks, Unleashed, Brightpearl and Sage 200, including phone and offline orders. If your system has an API or a reliable export there’s a good chance we can connect it, and we’ll confirm the route when we scope the work.
Who owns the tracking once you’ve built it?
You do. The tags, conversion actions, gateway settings and connections all live in your own Google Ads, GTM, Cloudflare and CRM accounts. We work in there with the access you give us, so there’s nothing to hand back at the end and no licence keeping you tied to us.
Does this work with consent and UK privacy rules?
It’s designed to. Consent Mode v2 passes your visitors’ choices to Google’s tags, customer details are hashed before upload, and nothing relies on ignoring a “no”. Your cookie banner and privacy notice remain your responsibility and we’re not lawyers, so take legal advice on anything you’re unsure about. We’ll show you exactly what gets sent and when.
Can Google Ads bid on profit rather than revenue?
It can if you give it margin to work with. Send the margin on each order as the conversion value and Target ROAS effectively becomes a target return on profit. The catch is data quality: product costs, returns, shipping and payment fees all need to be right. Some businesses send a scaled figure because true margin is commercially sensitive.
Can phone and offline orders count as conversions?
Yes, provided the sale can be tied back to the ad click or the customer’s details. We pull the real order from your ERP or CRM and send it to Google Ads with the right value, so orders your sales team takes by phone stop being invisible to bidding. Scoping shows how well your records can be matched.
Why would we need monitoring if the tracking is fixed?
Tracking breaks for dull reasons: a website release, a plugin update, an expired connection. Tracking Monitoring runs automated checks and warns you when conversions drop, a tag breaks, or the website and CRM stop matching. We first built it as a daily review of our own account, and it means you find out before the spend is wasted.