Case Study · Websites & checkout (anonymised) · 2026
Conversion tracking across two websites and an external checkout
Two WordPress websites and an ablefy checkout were joined into one consent-dependent measurement — with leads counted on genuinely successful submission rather than counted button clicks.
Measurement across several systems — with consent as a condition
Advertising ran through two WordPress websites; completion happened in an external ablefy checkout. The websites use Elementor, WPForms and Borlabs Cookie. The decisive events therefore lived in different systems — and measurement had to depend on visitor consent.
Completion on a different domain
Purchases and bookings did not happen on the advertised website but in the external checkout. Without cross-domain measurement, attribution breaks at exactly that point.
A successful submission is not a button click
Clicking send says nothing about whether the submission actually succeeded. Thank-you pages, in turn, get loaded repeatedly through reloads and shared links.
Two consent worlds
On the WordPress sites, Borlabs Cookie governs consent; in the checkout, the provider's own logic does. Both had to genuinely control the tracking.
Existing tags of unclear origin
The setup contained tags whose purpose and interaction were undocumented — including a risk of double counting.
Clean up the signals first, then connect them
Rather than layering more tags onto a setup that had grown over time, we first established which events count as business outcomes and how they are produced reliably. Only then were the systems connected.
Tag Manager across both websites
Google Tag Manager was set up across the participating websites, with naming that still reads clearly later on.
GA4 across domains
Websites and checkout were joined into one GA4 measurement so a session does not break when the domain changes.
A custom plugin for submission success
A lightweight custom WordPress plugin surfaces successful WPForms submissions to the tag manager — deliberately built to work identically on both websites.
Consent as a precondition
Tracking was tied to Borlabs Cookie and to the checkout's consent setup, rather than firing independently of either.
Separate signals instead of one lump figure
CTA clicks were distinguished by website and landing page, and general form submissions separated from lead-generating ones.
Existing setup reviewed and corrected
Existing tags were checked for duplicate counting, an incorrect Google Ads tag ID was corrected, and an automatic data collection not needed for the agreed setup was disabled.
A review often shows which of your current numbers do not hold up.
Tested, documented and handed over
The setup was functionally tested with Tag Assistant. A test order correctly transmitted a value of 0 euros, as the product was free. Two notable Google network requests were investigated — the actual purchase tag fired only once.
Campaign to completion, traceable
The path from the landing-page click through to a successful submission or a purchase in the checkout is measurable as one continuous journey.
Purchases with value and currency
Purchases are recorded in GA4 and Google Ads, including transaction ID, conversion value and currency.
Reliable signals for the agency
The marketing agency received named lead and purchase conversions as a basis for reporting and campaign optimisation.
Duplicate counting reduced
Conversions that fired twice or were otherwise misleading were reviewed and cleaned up before handover.
Maintainable when things change
The documented structure makes it clear what needs adjusting when forms, landing pages or the checkout change.
Documentation and handover
The work produced detailed internal technical documentation and a concise handover for the client and the marketing agency.
Does your tracking count completions, or just clicks?
We review your existing setup and configure measurement so enquiries and purchases are counted where they actually happen.