1. Project Overview:

A PPC marketing agency approached me with a critical tracking issue on their lead-generation website.

The website form was a primary conversion point for paid campaigns, but Google Analytics (GA4) and Google Tag Manager (GTM) were recording 4 form submission events for every 1 actual submission.

Website Type: Lead-generation service website

Tools used:

• Google Analytics 4,
• Google Tag Manager,
• Facebook Pixel & Conversion API,
• Chrome DevTools

2. Problem Statement

The agency reported that one form submission was triggering the event four times in GA4 and Facebook.

This caused:

• Inflated lead numbers
• Incorrect cost-per-lead calculations
• Misleading campaign performance
• Budget misallocation

3. Objectives