Setting up candidate conversion tracking can be done in many ways, but for reliable, actionable insights, make sure you get these three essentials right:
1. 🎯 Align Attribution Windows
Different platforms use different default attribution settings, which can lead to major discrepancies in your performance data.
Example: Meta Ads attributes conversions by default within 7 days after a click, while many ATS or analytics tools use a 1-day window.
Impact: If not aligned, you’ll see inconsistent conversion numbers across tools, making it hard to evaluate campaign success.
Recommendation: Standardize attribution windows across all platforms (Meta, ATS, analytics tools) to ensure accurate, comparable tracking.
2. 🔄 Understand Multichannel Attribution
Candidates often interact with your site in multiple ways before applying.
They might save a job link and return directly later.
They might see the ad on one device but complete the application on another.
Relying only on last-click attribution can miss these earlier touchpoints that influenced the decision to apply.
Recommendation: Use tools that support multi-touch or cross-device tracking to get a fuller picture of the candidate journey.
3. 📊 Track Multiple Funnel Events
A completed application is the ultimate goal—but tracking earlier funnel steps gives you richer insights and improves ad performance.
Send micro-conversion signals to platforms like Meta or Google Ads to optimize campaigns more effectively. Example events you can track:
Funnel Stage | Event Name (GA4-style) | Description |
Page View |
| User lands on a job details page. |
Click to Apply |
| User clicks the “Apply Now” or similar CTA. |
Start Application |
| Application form is opened or loaded. |
Application Progress |
| Track steps with a parameter like |
Resume Upload |
| User uploads a resume or CV. |
Submit Application |
| Application form is submitted. |
Application Success |
| Confirmation page or thank-you message is shown. |
Outbound Application |
| User is redirected to an external ATS (e.g., Lever, Workday). |
Form Validation Error |
| Captures failed submission attempts or field validation issues. |
☝️ Pro tip: The more granular your funnel tracking, the better your ability to optimize for high-intent candidates and improve the return on your ad spend.
Need help setting up event tracking in Google Tag Manager or integrating with your ATS? Reach out to your Customer Success Manager or the support team.