A wa.me click is a message start. Cash on delivery is often a sale the browser never sees. Arjan KC splits those from ROAS dashboards. Click recipes (how to fire the event) live in GA4 + GTM recipes. This page is names and imports. Term: UTM parameters. Service: conversion tracking.

→ GTM ownership · Click-to-WhatsApp ads · Remarketing limits

Objects assume a conversion definition

The CPA/CPL cases required events that matched reality, including follow-up after the form:

Do not paste a fake “offline import recovered 35%.” Import is hygiene.

Analytics and campaign tracking

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UTM convention (one sheet)

Parameter Rule Nepal example
utm_source Platform, lowercase google, facebook, gbp
utm_medium cpc, paid_social, organic, whatsapp Not FacebookAds and fb mixed
utm_campaign Offer + year, underscores dashain_clinic_2026
utm_content Creative or landing wa_cta vs form_cta

Google Ads: keep auto-tagging on (gclid). Do not duplicate random UTMs that fight gclid. Meta: put UTMs on the landing URL (or documented wa.me query) so GA4 and the CRM agree.

Festival names: same campaign string on Ads, Meta, and GBP posts — Dashain SLA.

GA4 reporting structure

Image: Arjan KC media library.

Offline / COD / WhatsApp closed-won

Happened In GA4/Ads as Upload?
Click to WhatsApp messaging_app_click (recipe) No — too early
Qualified (city, date, budget) Optional secondary event If the CRM is real
Paid online (eSewa/Khalti) purchase on thank-you Pixel should fire
COD / bank / chat-close Offline conversion Yes, after confirm/deliver

Needs: company-owned GTM (ownership), GCLID or hashed contact for enhanced conversions, and a human who updates the sheet twice a week. Global walkthrough: tracking mastery. Affiliate partners: same coupon/UTM in the CRM — merchant affiliate.

Next: recipes · SEM · Meta lead junk.