Project Description

Google Ads Conversion Tracking Case Study: Arete Spa Cy

Client: Arete Spa Cy, saunas, hot tubs and swim spas (e-shop and showroom in Cyprus)
Service: Google Ads management and conversion tracking setup
Period shown: 1–10 November 2026 (Google Ads data)

Results at a glance

  • 8 real enquiries tracked in the first 10 days of November: 5 phone calls, 2 WhatsApp messages and 1 email click
  • 4 lead types now measured (phone, WhatsApp, email and contact form) instead of a 30-second timer
  • Every lead type is set as a Primary conversion, so Google Ads optimises for enquiries and not for visits
Looker Studio report for Arete Spa Cy showing 8 tracked conversions from 1 to 10 November 2026: 5 phone clicks, 2 WhatsApp clicks and 1 email click
Looker Studio report for Arete Spa Cy, Google Ads data, 1–10 November 2026.

The problem

Before we started, the account looked like it had results, but none of them were leads:

  • The only conversion that counted was a 30-second timer. It reported 9 “conversions” in 30 days, and each one was just a visitor who stayed on the site.
  • The Google Ads tag on the website was sending data to the wrong Google Ads account, so real activity was not reaching the right campaigns.
  • The contact form conversion had not recorded anything since 1 September.

For an expensive product like a sauna or a hot tub, most buyers call or message before they buy. If those actions are not measured, the campaigns learn from the wrong signals.

What we did

1. Decided what counts as a lead

A lead is a phone click, a WhatsApp click, an email click or a form submission. Page views and timers are kept as Secondary, so they are visible but do not steer the bidding.

2. Fixed and rebuilt the tracking in Google Tag Manager

We corrected the Google Ads tag ID, added a separate trigger for each lead type and paused the old form tags that counted every click on the submit button. Each trigger was tested in Preview mode before publishing.

3. Set up the conversions in Google Ads

We created Phone, WhatsApp and Email click conversions in Google Ads conversion tracking and moved the 30-second timer to Secondary.

4. Built a simple report in Looker Studio

One page that shows how many enquiries came in and through which channel, so the client can read the results without opening Google Ads.

What the numbers tell us

  • Calls are the main channel. 5 of the 8 enquiries were phone clicks. This is common for high-value purchases.
  • WhatsApp and email add enquiries that the old setup would have missed completely.
  • It is an early picture. Ten days is a small sample, and a click on a phone number is an enquiry signal, not a sale.

What we are doing next

  • Test the contact form with a real submission and confirm it records correctly.
  • Add e-commerce tracking, so sales and their value show up in Google Ads.
  • Improve Meta Ads measurement, which currently reports page views only.

Want your results measured properly?

If your ads report numbers but you are not sure they are real enquiries, a tracking audit is the first step. See our Google Ads service in Cyprus, more case studies such as our real estate Google Ads case study and Meta Ads case study, or get a free consultation.

Data from the client’s Google Ads account, 1–10 November 2026. Conversions are phone, WhatsApp and email clicks recorded by Google Ads. They are enquiries, not confirmed sales. Published with the client’s permission.