Analytics
GA4 and GTM for NZ commerce: conversion definitions that sales trusts
If marketing celebrates micro-conversions sales ignore, you will keep optimising the wrong funnel.
Soft conversions inflate dashboards and poison Smart Bidding. Agree primary conversions with sales — qualified lead, booked call, purchase — then instrument those events cleanly in GTM and GA4.
One source of truth
Document event names, parameters, and where they fire. Deduplicate thank-you page and form submit double-counts. Revisit definitions when offers change — stale events are worse than missing ones.
This is core GTM & Analytics work before media or CRO spend scales.