---
title: INEX Conversion Tracking & Measurement Issues
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-30-meeting-with-inex-to-discuss-our-marketing-plan-133992582.md
tags:
- google-ads
- conversion-tracking
- measurement
- client/inex
layer: 2
client_source: null
industry_context: null
transferable: true
---

# INEX Conversion Tracking & Measurement Issues

## Overview

During the April 2026 Google Ads review with INEX, a fundamental measurement problem was identified: their Google Ads account registers a conversion any time a user clicks anywhere on the site after arriving from an ad. This means the conversion data in the account is essentially meaningless — it cannot distinguish between a bounce, a casual page view, and a genuine lead action.

This is a critical issue because without accurate conversion signals, Google's automated bidding strategies have no useful data to optimize against, and INEX has no way to evaluate whether their $3,835 in ad spend (May 2025–March 2026) produced any real leads.

## The Problem

INEX's current conversion setup:

- **Tracked as a conversion:** Any click on the site following an ad visit
- **Not tracked:** Contact form submissions, meeting requests, or any other specific lead action

The actual desired conversion — a user filling out the contact form, which then flows into Salesforce — is not measured at all. There is also a secondary "Get in Touch" / meeting request form that goes to Salesforce, and a support form that routes to a different team. None of these are configured as conversion events.

> *"Conversions is, if you click on INEX, click on the site. On anything."*
> — Michael Petrov, describing the current setup

> *"And is that the only conversion on the site? Is there like a set up a meeting or anything else?"*
> — Mark Hope, identifying the gap

## Why This Matters

1. **Bidding strategy is flying blind.** INEX previously attempted automated bid strategies (e.g., Max Conversions) and found they made no difference. This is almost certainly because the conversion signal fed to Google was noise — clicks on any page — rather than a meaningful lead action. Google's algorithm had nothing real to optimize toward.

2. **Performance cannot be evaluated.** Without knowing how many contact form fills came from paid traffic, there is no way to calculate cost-per-lead or assess whether the campaign is working.

3. **Negative keyword work is undermined.** INEX has invested significant effort in a 518-term negative keyword list to filter irrelevant traffic. That work is wasted if the conversion metric doesn't distinguish between relevant and irrelevant visitors who happen to click around.

## Recommended Fix

Implement proper conversion tracking for the following events, in priority order:

| Conversion Event | Priority | Notes |
|---|---|---|
| Contact form submission (thank-you page or form submit event) | High | Primary lead action; flows to Salesforce |
| Meeting / "Get in Touch" request | High | Secondary lead action; also flows to Salesforce |
| Support form submission | Low | Route separately; exclude from lead conversion counts |

Tracking should be implemented via Google Ads conversion tags or imported from Google Analytics 4 goals. A thank-you page redirect after form submission is the simplest implementation path if one doesn't already exist.

Once real conversion data is flowing, it becomes viable to revisit automated bid strategies (Target CPA or Max Conversions) with a meaningful signal.

## Context

This issue was identified during a free Google Ads audit scoping call. The full audit — pending admin access being granted — will include a formal review of conversion tracking setup alongside bid strategy, keyword gaps, and competitive positioning.

## Related

- [[clients/inex/_index]]
- [[meetings/2026-04-05-inex-google-ads-audit-abm-proposal]]
- [[knowledge/google-ads/b2b-conversion-tracking-best-practices]]
- [[knowledge/account-based-marketing/abm-for-hoa-market]]