Connect and verify advertising measurement

Select the website and account model

A Laney shared landing includes the common measurement features. A Laney custom landing uses the same features when it uses the common form. Provide separate conversion rules for bespoke buttons, external forms, reservation screens, or payment screens.

For a customer-operated external website, assign a developer with deployment access. This owner must pass consent, UTM data, click IDs, event IDs, and stored form results through the Laney integration contract.

Connect customer-owned assets when they already exist. A new organization or branch without assets can select Laney-managed assets.

Connect account access

For an existing Google Ads account, provide the customer ID and approve the Laney manager link. Invite a Laney operator to the required Google Analytics account or property. If you use Google Tag Manager, assign read, edit, approve, or publish access for the required container.

For existing Meta assets, add Laney as a Business Portfolio partner. Assign the ad account, Dataset and Pixel, and Pages in use. If you use native forms, also grant lead access. See Connect a Meta ad account for the steps.

For Laney-managed assets, confirm the organization name, branch structure, advertising payment owner, and billing owner. The asset owner must complete provider business verification or customer data terms when required.

Do not share personal account passwords. Invite team members as users. Assign only the required assets to an agency partner business ID or sub-manager.

Update domains and external addresses

Confirm the primary domain and the URL rule for each location. Redirect old addresses to the new addresses with permanent redirects.

Update advertising destination URLs, maps, business profiles, reservation and payment links, and customer messages.

If a reservation or payment page remains on another domain, confirm that click identifiers and the customer session continue across the domain change.

Connect analytics and advertising services

Connect the services that the organization uses in Integrations.

• Connect Google Analytics for website visit analysis.
• Connect Google Ads for campaign operations and server conversions.
• Connect Meta Pixel for browser and server conversions.
• Connect Meta Ads for campaigns and native form customers.

Confirm that every service shows Connected. Also confirm that each connected asset belongs to the current organization scope.

Align Google Ads conversions

Choose the Google Ads conversion actions for inquiry, qualified customer, reservation, and completed payment. Do not use several conversion actions for the same customer stage.

If the website uses a browser Google Ads tag, confirm its conversion ID and the conversion label for each stage. Point the browser and server conversion to the same intended conversion action.

The Google manager connection must include Data Manager access. Confirm the customer data terms and enhanced conversions settings in Google Ads.

Align the Meta Dataset and events

Confirm the Dataset and Pixel ID for the website. Confirm that the advertising account can use the Dataset in the same organization scope.

Confirm the Meta event names for inquiry, qualified customer, reservation, and payment. The browser Pixel and server event must use the same event name and event ID for the same customer action.

If the organization uses Meta instant forms, confirm permission to read the advertising account and forms.

Define customer conversion stages

Choose stages that the team can apply consistently.

If completed payment volume is still low, use qualified customer or reservation as the primary conversion. Do not mark every stage as a primary conversion at the same time.

Test website data choices

Open the website in a new browser or private window. Test each of these cases in Data settings.

1. Select Use essential items only.
2. Confirm that Google Analytics, Google Ads, and Meta Pixel do not run.
3. Open Data settings again.
4. Allow visit analytics only.
5. Confirm that only Google Analytics runs.
6. Also allow advertising measurement.
7. Confirm that Google Ads and Meta Pixel run.
8. Turn off advertising personalization and confirm that advertising measurement remains selected.

Confirm that the new state applies before leaving the page.

Test acquisition and form storage

Open a test URL with UTM values and provider click identifier formats. Do not use a real customer or a real advertising click identifier.

Make a first visit, then a second visit with a different campaign value. Submit a test form. In Customers, confirm the following results.

• First-touch and latest-touch acquisition are separate.
• The customer's analytics and advertising data choices are saved.
• The latest campaign is connected to the customer's campaign attribution.
• A failed form submission does not create an inquiry conversion.

Verify Google conversions

Use Google Tag Assistant to review Google Analytics and Google Ads tags. In Google Analytics DebugView, confirm the test inquiry event and its customer and session relationship.

In Google Ads conversion diagnostics, confirm the following results.

• The intended conversion action receives the test event.
• Enhanced conversions diagnostics do not show formatting errors.
• The same browser and server conversion is not counted twice.
• Tests with gclid, gbraid, or wbraid do not show identifier errors.

Provider reporting times can differ.

Verify Meta conversions

In Test Events in Meta Events Manager, review the website Pixel and server events.

• The event name matches the defined stage.
• The browser event ID and server event_id match.
• One inquiry is not counted as two events.
• The server event has no processing error.
• Missing Event Match Quality fields can be reviewed.

If the organization uses Meta instant forms, submit a test form. Confirm that the new customer is connected to the correct campaign. Then change the customer to qualified and confirm that the later event stays connected to the same form submission.

Verify reservations and completed payments

Create a reservation for the test customer and change it to the organization's completed state. If payments are enabled, complete a test payment.

Confirm the reservation or completed payment event in Google and Meta. Confirm that a payment event contains the approved amount and currency.

Compare the customer record and provider test event by ID, time, and stage.

Assign operating measures and owners

Record one date range and one conversion definition for the marketing team, customer response team, and agency.

• The marketing team reviews spend, clicks, customers, and cost by stage.
• The customer response team manages first response time and customer status.
• The operations team manages reservation, completion, and cancellation states.
• The payment owner reviews completed payments and canceled amounts.
• The account administrator reviews permissions, data choices, and provider diagnostics.