ALBION secured a hard-fought 2-0 victory over Millwall to record their sixth successive win at The Hawthorns and claim their first clean sheet of the Sky Bet Championship campaign.
Dwight Gayle pounced from close range to break the deadlock for a dominant Baggies in the 68th minute, his fifth goal of the season.
Kieran Gibbs made sure of all three points with a well-taken drilled finish into the bottom corner shortly after, ensuring Albion, who had to be patient, wrapped up their second home win in five days and sixth on the spin in all competitions.
And Head Coach Darren Moore will take huge satisfaction in seeing his attacking side shut out the opposition at the other end as they continue to pick up momentum amid a demanding campaign.
Albion showed one change from the midweek victory over Bristol City, Chris Brunt replacing Gareth Barry and reclaiming the captain's armband.
And it was the hosts who dominated the first half, although the Lions enjoyed the first clear sight of goal after 20 minutes, Jed Wallace blazing over when well placed.
It was Wallace again who came close just after the half-hour mark as Craig Dawson headed off the line from the Millwall man following's Sam Johnstone's mis-cued clearance.
Despite dominating large parts of play, the home side were being stifled in the final third and it was Millwall who were denied again before the break, Johnstone parrying from Steve Morison.
The Baggies started the second period on the front foot and Matt Phillips saw a shot deflected narrowly off target.
But the stubborn Lions continued to prove tough to break down, with Phillips, having picked up a knock, replaced by Tyrone Mears for his league debut shortly after the hour.
Yet Moore's side finally made the breakthrough in the 68th minute.
Millwall goalkeeper Ben Amos did superbly to get a hand to Ahmed Hegazi's powerful header from Brunt's corner but, when the ball dropped, Gayle was on hand to pounce and poke home from close range.
And it was 2-0 just eight minutes later as Mears' cross found its way to Gibbs at the back post and he showed good composure to drill a low finish past Amos into the far corner.
It was enough to ensure Albion claimed the spoils in what was the first meeting between the two sides since 2004, an encounter which saw Moore and Millwall counterpart Neil Harris face each other on the pitch as a pose to the sidelines.
ALBION: Johnstone, Dawson, Hegazi, Bartley, Phillips (Mears 65), Livermore, Brunt (c), Gibbs, Barnes (Hoolahan 78), Rodriguez, Gayle (Adarabioyo 88).
Subs: Myhill, Field, Barry, Robson-Kanu.