Help › Plugins

Conversion tracking

Report the bookings and enquiries your receptionist wins to Google Analytics and Meta ads, so you can see which ads bring customers.

If you advertise, your ad platforms usually only see clicks. Conversion tracking tells them when your receptionist turns a call or chat into a real booking or enquiry, so you can measure your ads on customers rather than clicks.

What it sends

A booking is reported as book_appointment to Google Analytics 4 and as Schedule to Meta.
An enquiry or a call back request is reported as generate_lead to Google Analytics 4 and as Lead to Meta.

Under What counts you can choose Bookings and enquiries (including call backs) or Bookings only. If you set Value of a booking (£, optional), each booking is reported with that value in pounds, so your ad platform can weigh them.

Not for healthcare

Conversion tracking isn't available to healthcare businesses: dental, medical, physio, pharmacy, therapy, opticians and similar. Telling an ad platform that someone booked with you would reveal health information about them. This goes by the type of business CallsCovered has on your account. If your business is one of these, the plugin won't save settings that switch tracking on, and it sends nothing. Vets are fine.

What you need

For Google Analytics 4:

Measurement ID (it looks like G-XXXXXXXXXX): GA4 Admin, then Data streams, then your web stream.
Measurement Protocol API secret: the same page, then Measurement Protocol API secrets, then Create.

For Meta (Facebook and Instagram ads):

Dataset (pixel) ID, a long number: Events Manager, then Data sources, then your dataset's ID.
Conversions API access token: Events Manager, then your dataset, then Settings, then Conversions API, then Generate access token.
Meta test event code (optional): while you're testing, events show in Events Manager under Test events. Clear it when you're done.

You can use either one, or both.

Setting it up

Open Plugins, choose Conversion tracking and click Switch on.
Set Google Analytics 4 to On and fill in its two boxes, and/or set Meta ads to On and fill in its boxes.
Choose What counts, and a booking value if you want one.
Click Save and test.

The test doesn't record anything real. Google Analytics checks the event's format without saving it. Meta only receives a test event if you've added a test event code; otherwise it just checks the ID and token work together.

Cost

Free.

Privacy

Google Analytics receives no personal details: just the kind of event, how the person got in touch (phone, chat and so on) and the value if you set one.
Meta receives the caller's phone number only as a one-way scrambled code (a SHA-256 hash), which is how Meta matches it to its users, along with the country (GB), scrambled the same way. It never receives the number itself, or a name.

A scrambled phone number is still personal data under UK GDPR. Mention advertising measurement in your privacy notice.

Limits

Only bookings, enquiries and call back requests are reported, as they happen. Past bookings aren't sent.
Google Analytics receives each event with a random visitor ID, so it's counted, but not linked to a particular visit to your website.
People who get in touch without a phone number (some website chats) are sent to Meta without one, so Meta can't match them.
If a platform refuses an event, the plugin shows Needs attention with the reason. That event isn't sent again.

Still stuck? Write to hello@callscovered.ai with your business name and what you were trying to do, and a person will reply.