CASE / 003

Full-funnel GTM, GA4 and Google Ads tracking for Polskie Centrum Rachunkowości

How PPC LABO turned a one-page landing page into a complete measurement system, tracking every commercially meaningful interaction and sending clean conversion signals into GA4 and Google Ads.

IndustryAccounting & tax services

MarketPoland

PeriodMeasurement implementation

WorkGoogle Tag Manager / GA4 / Google Ads Conversion Tracking / Conversion architecture / QA & validation

1Landing pages

4GA4 event groups

7Google Ads conversions

6 locationsBranch-level call tracking

01 / CONTEXT

What was happening

Polskie Centrum Rachunkowości uses a focused one-page landing page to generate enquiries across multiple Polish locations. The page is simple by design, but the customer journey is not: a visitor can submit the form, click a contact CTA, call a specific branch, or download the price list. The client wanted all of those actions measured clearly, consistently and in a way that could be used both for reporting and for Google Ads optimization.

02 / THE PROBLEM

The constraint that mattered

A single-page site can easily look measurable while still hiding the actions that actually indicate purchase intent. Basic pageviews were not enough. The implementation had to distinguish different lead behaviours, preserve branch-level phone attribution, support the dynamic form flow, and deliver clean intent signals into GA4 and Google Ads. At the same time, the setup had to stay readable and maintainable so future changes would not turn the container into a black box.

03 / AUDIT FINDINGS

The landing page had multiple commercially meaningful actions even though the site itself was only one page.

Phone calls needed to be separated by branch so advertising performance could be evaluated at location level instead of as one blended total.

Form completion could not be treated as a generic button click; the actual success event needed its own conversion logic.

CTA interactions and price-list downloads were valuable intent signals for GA4 even when they were not the final lead action.

Google Ads and GA4 needed to work from the same GTM architecture instead of being implemented as disconnected tracking projects.

04 / WHAT CHANGED

Interventions, not generic recommendations.

01 / EVENT MAP

Mapped the full customer journey before creating tags

We translated the client's requirements into a measurement plan covering form submission, contact CTA clicks, phone interactions and price-list downloads. Each action received a clear role in the funnel instead of being dumped into one generic conversion.

02 / BRANCH ATTRIBUTION

Built separate call tracking for six locations

Phone clicks for Katowice, Kraków, Łódź, Poznań, Warszawa and Wrocław were separated into dedicated triggers and Google Ads conversion tags. This makes location-level demand visible and prevents all call activity from being blended into a single number.

03 / GA4

Created a clean GA4 event layer

GA4 receives dedicated events for contact clicks, generated leads, phone clicks and price-list downloads. The implementation gives analytics a readable behavioural model of the landing page rather than a pageview-only report.

04 / GOOGLE ADS

Sent hard conversion signals directly to Google Ads

The lead form and branch-specific phone actions were connected to Google Ads Conversion Tracking through GTM, giving bidding and campaign optimization direct access to the actions that matter commercially.

05 / CUSTOM LOGIC

Handled dynamic interactions instead of relying on fragile URL rules

Custom events, click conditions and a dedicated form-success listener were used where standard pageview tracking was not enough. The setup follows the actual behaviour of the landing page rather than assuming every conversion ends on a separate URL.

06 / QA

Validated the complete chain before handoff

Triggers, tags and destination mapping were checked end to end so each intended action fires in the correct scenario and reaches the correct platform. The final container is structured, consistently named and easy to audit later.

05 / Proof

Only screenshots that prove something.

These slots are deliberately explicit so the final case uses cropped, contextual evidence rather than decorative dashboard screenshots.

Google Tag Manager trigger architecture for Polskie Centrum Rachunkowości — **GTM trigger architecture**The trigger layer separates form success, CTA clicks, generic and branch-specific phone clicks, price-list interactions and page-state logic for Polskie Centrum Rachunkowości.

Google Tag Manager tags for GA4 and Google Ads conversion tracking for Polskie Centrum Rachunkowości — **GA4 + Google Ads tag architecture**GA4 behavioural events and Google Ads conversion tags live in the same controlled GTM setup, including six separate branch phone conversions.

06 / RESULTS

One landing page became a complete measurement system

Instead of seeing only visits and form submissions, the client now has visibility into the commercially meaningful actions users take before and during contact.

Six locations can be evaluated independently

Branch-specific phone tracking makes it possible to understand which locations generate demand from advertising without losing everything inside one aggregated phone conversion.

GA4 and Google Ads now work from the same event architecture

The measurement layer is centralized in GTM: GA4 receives the behavioural context, while Google Ads receives the primary conversion signals needed for optimization.

The setup is built to survive future campaign changes

Clear naming, isolated triggers and purpose-specific tags make the container easier to audit, extend and debug than a collection of one-off tracking snippets.

Measurement note

Primary conversionLead form + branch phone contact

AttributionGoogle Ads + GA4

ValidationGTM trigger/tag QA and end-to-end event validation

ComparisonAction-level and branch-level conversion visibility

NEXT / Related case studies