Google + Meta Ads Conversion Tracking - What the Storeganise Addon Can Do (FAQ) Follow

What does the Storeganise addon do?

It connects your ad clicks to your real bookings. When someone clicks your Google (or Meta) ad, the tracking data - the UTM tags and the ad click ID - is captured and saved in Storeganise. As that prospect moves through the booking stages, Storeganise feeds those outcomes back into Google Ads and Meta.

The result: your ad platforms can see which clicks turned into leads, move-ins, and revenue - not just traffic. It should help you get more out of your PPC spend by focusing it on what actually produces paying customers.

What counts as a conversion?

The real outcome - a confirmed, paid booking rather than just an enquiry. You choose which booking stage counts as your conversion (typically the paid move-in), and the addon sends it back to Google Ads and Meta along with the booking value. So the platforms learn which ad clicks turned into actual paying customers.

We track the whole journey across four stages, and you decide which one (or more) should count as a conversion:

• Lead - an early interest or new-customer signal in Storeganise (for example a new customer being created or updated), before a booking is completed
• MoveIn Created - a unit is reserved (not yet paid)
• MoveIn Started - the move-in begins and the booking value is confirmed
• MoveIn Completed - the customer has moved in

Where do I see the results?

The Storeganise addon runs behind the scenes - it's the connector that feeds booking outcomes from Storeganise into your ad accounts, rather than a separate dashboard you log into. So the insights show up in the tools you already use:

• Google Ads - bookings appear as conversions against the conversion actions, so you can see which campaigns and keywords are driving real move-ins, plus the value. Note that a booking is only sent as a conversion when it came from an ad click (i.e. both a utm_source and a click ID are present),  so organic, direct, and email bookings won't appear here. This means your Google Ads conversion numbers will be lower than your total Storeganise bookings, which is expected. 
• Meta - the same outcomes appear in Events Manager and in your Ads reporting.

Storeganise stays the single source of truth for the bookings themselves, and each outcome we send is recorded back on the customer's record.

What is the UTM data collected in Storeganise, and what can it do?

When a prospect arrives from an ad, the UTM tags (source, medium, campaign, term, content) and the ad click ID - Google's gclid, plus the equivalent identifiers for Meta clicks and for privacy-restricted/iOS traffic - are captured and stored on their Storeganise record. 

That stored data is what makes the whole solution work, and it does several things:

• Attribution - every lead and booking is tied back to the exact campaign, source, and medium that brought it. You're no longer guessing which ad produced which customer.
• Feeds conversions back accurately - the stored click ID is what lets us send each booking back to Google Ads and Meta and have it matched to the original click.
• Reporting by source - you can see which campaigns and channels are actually producing leads, move-ins, and booking value, not just clicks.
• Customer-level insight - because the source is saved on each customer record, you can understand your acquisition mix and see the value that each campaign or channel is really generating.

In short: the UTM data is the link between "someone clicked an ad" and "someone became a paying customer" - captured once in Storeganise, then used both for your reporting and to feed results back to the ad platforms.

How does this help my ads?

Because the platforms now receive real bookings and their value, Google's and Meta's automated bidding can optimise toward the campaigns and keywords that bring in paying customers - so your budget works harder and chases genuine move-ins rather than just traffic.

What about Meta?

Meta works the same way in principle. Each booking stage is mapped to a Meta event (e.g. Lead, Purchase) and sent via the Conversions API. For standard Meta events nothing needs to be created in Meta - they simply appear in Events Manager and your Ads reporting. If you use a custom event name, that one just needs a matching Custom Conversion set up in Meta once.

Who manages what?

Unwired Logic handles the technology, data capture, and the connection between Storeganise and your ad accounts. The marketing and optimisation side - campaign strategy, bidding, and how you act on the data - stays with you or your Google Ads vendor. We're happy to work closely with them, and we'd also recommend reviewing the data together in detail after it's been running for a week or two.