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:

An “offline import recovered 35%” figure is not published. Import is hygiene.

Analytics and campaign tracking

Image: Arjan KC media library.

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.

Build tagged links with the free UTM builder for Nepal campaigns. Festival names: same campaign string on Ads, Meta, and GBP posts — Dashain SLA.

GA4 reporting structure

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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

Uploading offline conversions to Google Ads

  1. Capture the click ID. Add a hidden field to your form that stores the gclid from the landing URL. For WhatsApp, include a short reference code in the prefilled message and record it with the gclid on your side.
  2. Create the conversion action: Goals → Conversions → New conversion action → Import → CRM, files, or other data sources → track conversions from clicks.
  3. Prepare the file with Google’s template columns: Google Click ID, Conversion Name, Conversion Time (with time zone), Conversion Value, and Conversion Currency (NPR).
  4. Upload regularly, at least weekly. Clicks older than 90 days cannot be imported, so do not let the sheet pile up.
  5. Check the upload diagnostics for rows that failed (wrong time format or unknown click ID) and fix the process, not just the file.

Once uploads are steady, set the imported action as a primary conversion so bidding learns from real sales, and move the WhatsApp click to secondary.

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.