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name: conversion-tracking description: Activate when user asks about conversion tracking, HubSpot sync, offline conversions, or attribution. Provides guidance on conversion setup and troubleshooting. version: 1.0.1

Conversion Tracking Skill

Purpose

Guide Claude through conversion tracking setup, monitoring, and troubleshooting for Xwander Nordic Google Ads account.

When to Use

Activate this skill when user mentions:

• "conversions", "conversion tracking", or "conversion actions"
• "HubSpot sync", "offline conversions", "deal won"
• "GCLID", "click ID", or "attribution"
• "enhanced conversions" or "ECL"
• Conversion rate optimization or tracking issues

Conversion Types (Xwander Nordic)

Active Working (3)

1. GA4 travel_package_submit (7397259491)

   • Type: GA4 custom event
   • Category: SUBMIT_LEAD_FORM
   • Status: Working (43 conversions/30d)
   • Bidding: YES

2. GA4 plan_your_holiday_submit (7397155834)

   • Type: GA4 custom event
   • Category: SUBMIT_LEAD_FORM
   • Status: Working (8 conversions/30d)
   • Bidding: YES

3. GA4 checkout_click (7397156296)

   • Type: GA4 custom event
   • Category: DEFAULT
   • Status: Working (1 conversion/30d)
   • Bidding: NO

Active Broken (9)

Critical:

• HubSpot Deal Won (7409115542) - Offline sync not running (EUR 83K missing)
• Purchase - Bokun Day Tour (7196325246) - GTM tag not firing

See /srv/xwander-platform/xwander.com/growth/knowledge/conversions.json for complete list.

How to Use

1. Audit Conversion Tracking

Generate conversion performance report:

Copy/ads-report conversions --days 30

Check for:

• Zero-conversion actions (broken tracking)
• Duplicate conversions (GTM + GA4 double-counting)
• Missing attribution (no GCLID)
• Value discrepancies

2. Sync HubSpot Conversions

Upload offline conversions (Deal Won events):

Copy/ads-conversion-sync
/ads-conversion-sync --dry-run
/ads-conversion-sync --source booking --days 90

Expected flow:

1. HubSpot deals closed with "Won" status
2. Script extracts GCLID from contact (hs_google_click_id)
3. Uploads to Google Ads conversion action 7409115542
4. Attributes revenue to original ad click

3. Troubleshoot GCLID Capture

Current Issue (as of 2026-01-03):

• GCLID capture: 0% (zero contacts with GCLID)
• GTM tag 66 deployed but not working
• EUR 83,188 revenue unattributed (21 deals in 90 days)

Debug steps:

1. Check GTM tag 66 firing status (GTM Preview mode)
2. Verify GCLID in localStorage (browser console)
3. Test form submission on xwander.com
4. Confirm HubSpot field mapping (hs_google_click_id)

Resources:

• GTM config: /srv/xwander-platform/xwander.com/growth/knowledge/gtm.json
• HubSpot config: /srv/xwander-platform/xwander.com/growth/knowledge/hubspot.json

4. Query Conversion Data

Custom GAQL queries for conversion analysis:

CopySELECT
  conversion_action.name,
  conversion_action.id,
  conversion_action.status,
  metrics.conversions,
  metrics.conversions_value,
  metrics.cost_per_conversion
FROM conversion_action
WHERE conversion_action.status = 'ENABLED'
ORDER BY metrics.conversions DESC

Common Workflows

Weekly Conversion Sync

Copy1. /ads-conversion-sync --dry-run
2. Review deals found and GCLID capture rate
3. If > 0 deals with GCLID: /ads-conversion-sync --upload
4. Verify conversions appear in Google Ads (3h delay)
5. Check attribution in Google Ads > Conversions

Fix Broken Conversion Action

Copy1. /ads-report conversions --days 30
2. Identify action with 0 conversions
3. Check source (GTM tag ID or GA4 event)
4. If GTM: Review tag firing in GTM Preview
5. If GA4: Check event in GA4 DebugView
6. Fix implementation issue
7. Monitor for 48h to confirm fix

Enhanced Conversions Setup

Web (GTM):

• Status: CONFIGURED_NOT_FIRING
• Tags with EC enabled: 9, 11, 20, 21, 28, 7
• Issue: Tags not firing (fix tag issues first)

Leads (HubSpot):

• Status: CONFIGURED_NOT_IMPORTING
• Method: HubSpot native ECL
• Issue: Sync script not scheduled
• Fix: Enable /ads-conversion-sync as cron job

Best Practices

Conversion Value Setup

• Purchases: Use transaction value (dynamic)
• Leads: Assign fixed value based on historical close rate
  • Tour inquiry: EUR 100 (average)
  • Plan Your Holiday: EUR 150 (high intent)
  • Contact form: EUR 50 (low intent)

Attribution Settings

• Model: Data-driven (currently enabled)
• Click window: 90 days for purchases, 90 days for forms
• View window: 1 day (standard)

Duplication Prevention

GTM vs GA4:

• Set GA4 conversions to SECONDARY if GTM version exists
• After fixing GTM tags, will double-count without adjustment
• Priority: GTM conversions (more reliable, richer data)

Troubleshooting

Zero conversions but traffic exists

Check:

1. Conversion tag firing (GTM Preview or GA4 DebugView)
2. Tag configuration (correct account ID: 2425288235)
3. Conversion action status (ENABLED in Google Ads)
4. Attribution window (recent conversions within window)

GCLID capture issues

Symptoms:

• Offline conversions not attributing
• Zero deals with hs_google_click_id field populated
• Conversion showing but no click attribution

Fix:

1. Verify Conversion Linker tag fires on all pages
2. Check localStorage gclid value (browser console: localStorage.getItem('gclid'))
3. Confirm GTM tag 66 injects hidden field on forms
4. Test HubSpot Forms API field mapping

HubSpot sync failing

Check:

1. HUBSPOT_ACCESS_TOKEN in environment
2. Google Ads API credentials valid
3. Conversion action 7409115542 exists and enabled
4. Deals have closedate within attribution window (90 days)

Key Metrics

Health Score (Current: 62/100)

• Working conversions: 3/12 (25%)
• GTM tags firing: 0/6 (0%)
• GCLID capture rate: 0% (target: 60-80%)
• Offline sync: Not running (EUR 83K missing)

Priority fixes:

1. P0: Debug GTM tags not firing
2. P0: Enable HubSpot offline sync
3. P1: Improve GCLID capture rate
4. P1: Set GA4 conversions to SECONDARY after GTM fix

Context: Xwander Nordic

• Customer ID: 2425288235
• Primary conversion: Deal Won (purchase)
• Lead forms: Plan Your Holiday, Tour Inquiry, Contact
• Transaction source: Bokun booking widget
• CRM: HubSpot portal 8208470

Related Skills

• pmax-optimization - Optimize campaigns based on conversion data
• gaql-queries - Advanced conversion analysis

Resources

• Conversions Reference: /srv/xwander-platform/xwander.com/growth/knowledge/conversions.json
• Audit Report: /srv/xwander-platform/xwander.com/growth/audits/google-ads-conversion-audit-deep-2026-01-03.md
• HubSpot Guide: /srv/xwander-platform/xwander.com/growth/docs/hubspot-api-gclid-2025.md