How much does conversion tracking cost in the UK?

Conversion tracking from Zestcode Conversions costs from £395 ex VAT for a fixed-price Tracking Audit, from £750 ex VAT for fixed-price setup, from £2,500 ex VAT for a CRM or ERP sync (fixed quote per project) and from £150 a month ex VAT for Tracking Monitoring. You can start with the audit and stop there, and nobody needs all four on day one.

Nobody has ever framed an invoice for conversion tracking. It’s plumbing, and it only gets attention when something floods. This page sets out what we charge, what changes the figure and how to work out whether the spend is justified, in enough detail to hold up against any other quote on your desk.

What does conversion tracking cost in the UK?

These are our own prices, and all of them exclude VAT.

The current version always lives on our pricing page. We don’t quote anyone else’s prices here, because they aren’t ours to explain and they date quickly.

GA4 dashboards, general analytics consulting and conversion rate optimisation are deliberately missing from that table. We don’t sell them, so nothing above is padded out with a reporting retainer.

What makes a conversion tracking quote go up or down?

Ad spend has very little to do with it, since a small account and a very large one can have identical plumbing. The figure moves with how much already exists and how many things have to talk to each other.

The condition of what’s already there

A tidy Google Tag Manager container with a handful of conversion actions is a short job. Years of tags added by a series of former suppliers, some of them firing twice, take longer to untangle before anything new can go in.

Your consent set-up

Consent Mode v2 is often done badly, and repairing a half-working banner can be more work than starting clean. Google’s own help pages are inconsistent about default states, so we set defaults explicitly and test each state, which takes time on a complicated site.

How the tag gateway goes in

Cloudflare has a one-click integration that’s free on any Cloudflare plan. Google also lists routes including Akamai, Fastly, Google Cloud Load Balancer and Amazon CloudFront, where setup varies and some of it is manual. One-click isn’t always right either, because Google’s help says “If you use consent mode, you must turn off automated script set up”, which puts some sites on the longer path.

Which systems are in the sync

One HubSpot portal is the simple end of the range. Salesforce with custom objects, an in-house CRM, or an ERP such as Linnworks, Unleashed, Brightpearl or Sage 200 running alongside a CRM all add connections to build, test and reconcile.

What the number has to mean

Sending a count of qualified leads is simpler than sending actual deal values. Sending margin is harder again, as it depends on SKU-level costs, returns, shipping and payment fees all being right.

How many ad platforms you run

If you’re also on Meta, LinkedIn or Microsoft Ads, those connections are an optional add-on that we quote alongside setup. On Meta, it’s fair to ask first whether you need the Conversions API as well as the pixel.

Are there monthly costs on top?

Tracking Monitoring is the only monthly line on our price list, and you decide whether you want it. Anything a sync needs in order to run is scoped in the fixed quote, so it’s agreed before work starts. Your ad spend carries on going straight to Google and isn’t part of any figure on this page.

We build in your Google Ads, GTM, Cloudflare and CRM accounts, which means there’s nothing to hand back or rebuild if you stop working with us.

How do you work out whether it pays for itself?

Treat this as a template. The business and all of its numbers are invented, and we can’t promise any particular improvement for yours.

Say a company spends £5,000 a month on Google Ads and reckons a fifth of it, £1,000, goes on clicks that only ever produce junk enquiries. Suppose better data lets bidding redirect half of that towards people who actually buy, so £500 a month starts doing useful work.

Using starting prices, the one-off cost is an audit (from £395), setup (from £750) and a CRM sync (from £2,500), which comes to £3,645 in total. Add Tracking Monitoring (from £150 a month) and the £500 monthly benefit becomes £350 net.

Payback is £3,645 divided by £350, or about 10.4 months. Without monitoring it’s £3,645 divided by £500, or about 7.3 months.

Now halve the benefit to £250 a month. After monitoring you’re left with £100 a month, and the same one-off cost takes about 36 months to come back, which is a poor deal and we’d tell you so. A business in that position should look at the audit and setup alone, from £1,145 combined, which would pay back in about 4.6 months if they delivered that same £250.

What should you ask any conversion tracking supplier?

Whoever you talk to, these answers will reveal more than a headline price does.

1. Whose accounts will it be built in? You want your own Google Ads, GTM and CRM accounts, with access you control.
2. What exactly is fixed? Ask what’s excluded and what happens if the work turns out bigger than scoped.
3. Do you look at the account before quoting? A quote given blind is a guess with a logo on it.
4. How will you rule out duplicates? We found a duplicate conversion action on our own Google Ads account, so nobody is exempt.
5. Which route will offline data use? New or dormant integrations are blocked from sending offline conversions through the Google Ads API, so anyone writing custom uploads should be talking about the Data Manager API.
6. What happens when an upload fails? Failures can go unnoticed unless the system handles errors properly, so ask who gets told and how.
7. Do you set consent defaults explicitly? Then ask how they’ll test that a denied visitor is treated as denied.
8. Are you promising a percentage? Be wary of any guaranteed uplift, because nobody can know that before seeing your data.
9. What do we keep if we stop? The honest answer should be everything that was built.

Where should you start?

For most businesses the answer is a Tracking Audit, as it’s the smallest one-off on the list and the traffic-light report shows which of the other lines you actually need.

If a sync looks likely, read our comparison of the ways to send CRM data to Google Ads first, since a native connector may do the job without us. For anything unusual, talk it through with us and we’ll scope it before putting a number on it.