Tracking & Conversions

Last updated: 2026-03-27

Axerto auto-configures all conversion tracking on every landing page the moment you connect Google Ads. AW- conversion tags, Enhanced Conversions (hashed email + phone), click ID capture (gclid, gbraid, wbraid for iOS 14.5+), GA4, and GTM are all injected automatically — no Tag Manager setup, no copy-pasting code, no risk of misconfiguration. Every lead submission fires the right events in the right order.

How to use it

Connect your Google Ads account

Go to Integrations > Google Ads and click 'Connect with Google'. Authorize Axerto. Once connected, Axerto reads your conversion actions and can auto-inject your AW- tag into every landing page.
Link a conversion action to the landing page

Open the landing page Settings tab. Scroll to 'Conversion Tracking'. Select the Google Ads conversion action you want to fire on form submission. Axerto injects the AW- conversion snippet automatically — no GTM required.
Enable Enhanced Conversions (recommended)

Toggle 'Enhanced Conversions' in the same Conversion Tracking section. When a visitor submits the form, Axerto extracts the email and phone values, hashes them with SHA-256, and sends the hashed data alongside the conversion event. This improves Google's match rate by 5–15% and feeds Smart Bidding with more reliable signals.
Add a GA4 Measurement ID (optional)

Enter your GA4 Measurement ID (G-XXXXXXXX) in the Tracking section. Axerto injects the gtag.js snippet and fires a generate_lead event on every form submission — no additional configuration needed.
Add a GTM Container ID (optional)

Enter your GTM Container ID (GTM-XXXXXXX) in the Tracking section. Axerto injects the GTM snippet into the page head and data layer. Use this if you need additional custom tags managed in Tag Manager alongside Axerto's built-in tracking.
Verify with a test submission

Submit a test form on your landing page. Check Google Ads > Conversions for the new event. In Tag Assistant or GA4 DebugView, confirm the generate_lead and conversion events fired correctly. For Enhanced Conversions, check the 'Enhanced conversions' column in your conversion action report.

Frequently asked questions

Does Axerto require Google Tag Manager?

No. Axerto injects AW- conversion tags and GA4 snippets directly into the landing page HTML. GTM is optional — use it only if you need additional custom tags beyond what Axerto provides natively.

How are click IDs captured?

Axerto automatically reads gclid (Google Ads standard), gbraid (iOS app campaigns), and wbraid (iOS web campaigns) from the landing page URL on load and injects them as hidden form fields. On submission, these values are stored in the lead payload and used for offline conversion upload back to Google Ads.

What is offline conversion upload?

After a lead is created, Axerto checks if a gclid is stored in the lead payload. If present, it automatically uploads that conversion event to Google Ads via the API — closing the Smart Bidding loop so Google knows which clicks actually became leads. No manual export or import needed.

What events fire on a form submission?

Four events fire simultaneously: (1) Google Ads AW- conversion event with your conversion label; (2) Enhanced Conversions data payload (if enabled); (3) GA4 generate_lead event; (4) Facebook Pixel Lead event with event_id for CAPI deduplication (if Meta CAPI is configured). All four are non-blocking — the visitor sees the thank-you confirmation regardless.

Does tracking work on custom domains?

Yes. Tracking is injected into the landing page HTML itself, so it works identically whether the page is served from an Axerto subdomain or a custom domain. The Caddy reverse proxy does not interfere with any tracking snippets.

What does Enhanced Conversions send to Google?

Email and phone are extracted from form field values, normalized (lowercase, trimmed), and hashed with SHA-256 before transmission. The raw values are never sent to Google. Axerto matches fields automatically by common names (email, phone, tel) — no manual mapping needed.