You don't need to know all the details or how to implement tagging in GTM. But what you should know are the 3 levels of conversion tracking for a lead-gen website and the advantages of each -

1, Set up GA4 / Gads conversion tracking on all forms / downloads and if applicable - telephone calls on your website.

If you didn't have this in place, you have made the single biggest improvement in measuring campaign performance.  Now you can track site interactions like contact forms back to the campaign/keyword that user clicked. And from that you can see which campaigns are really working, and those that are not.


2, Move to value based bidding. Step 2 involves assigning relative values to each goal - e.g. a lower value for downloads, higher values for contact forms.

If you have already got step 1 in place, by moving to 2 you are instructing the bidding system (assuming you are using smart bidding etc) that you (as a business) place more value on someone completing a signup form than downloading a PDF. In effect you are giving the system further guidance on how to bid.


3, Create a off-line feedback loop from your CRM. This can be more complicated to setup. But, it is the gold standard for lead-gen accounts.

This imports leads 'graded' by their true value as recorded in your CRM, rather than simply assuming a signup form is more likely to convert than downloading a PDF.

Now you just need to make sure 'sales' are keeping the CRM up to date