Services
Numbers that reconcile with your bank account
Conversion tracking, attribution sanity checks and reporting that reconciles ad platform numbers with what your accounting software says actually happened.
The Measurement Layer
Analytics is the infrastructure of truth
Performance analytics is not a reporting add on; it is the foundational layer upon which every other media buying decision rests. If you are feeding bad conversion data into an automated bidding algorithm on Google or Meta, the algorithm will flawlessly optimize your account to generate garbage.
Most agencies treat analytics as the final step of a campaign launch, dropping a piece of JavaScript into a header and hoping it fires. We treat it as the first step. Before we spend a single dollar on traffic, we rebuild the measurement layer to ensure that a lead recorded in the ad platform exactly matches a qualified lead in your CRM.
The advertising platforms are structurally biased to over report their own success. They employ generous attribution windows and claim credit for sales that were destined to happen anyway. The role of performance analytics is to apply friction to those claims, forcing the platforms to reconcile their numbers with reality.
If your platform dashboards show spectacular returns but your bank account does not reflect it, request an ad account audit→. The discrepancy is always in the tracking.
The technical reality
Server side tracking and consent
The era of the simple browser cookie is over. Tracking must now happen on the server.
For a decade, digital measurement relied on third party cookies firing in the user's browser. That architecture is dead. Apple’s Intelligent Tracking Prevention (ITP), aggressive ad blockers, and global privacy legislation have degraded browser side tracking to the point of unreliability. If you rely solely on standard web pixels, you are losing visibility on up to 30% of your conversions.
We deploy server side tagging for all major clients. Instead of the browser communicating directly with Google or Meta, the browser sends the event data to a secure cloud container that you control. The server then sanitizes, enriches, and forwards the data to the ad networks via their Conversions APIs (CAPI).
This architecture accomplishes three things. It bypasses ad blockers, restoring missing conversion data. It drastically improves website load times by removing heavy JavaScript payloads. And it gives you total control over user privacy, ensuring no unauthorized data is scraped by third parties.
Coupled with strict implementation of Consent Mode, we ensure your measurement infrastructure is technically resilient, legally compliant, and actually accurate.
Deduplication
Solving the over crediting problem
When platforms grade their own homework, everybody gets an A+. We grade the homework.
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01
The silo problem
A user clicks a Meta ad. Two days later, they click a Google ad. On Friday, they buy your product. Meta claims one sale. Google claims one sale. Your CRM shows one sale. This double counting leads to disastrous budgeting decisions.
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02
Establishing a source of truth
We implement independent tracking mechanisms and rely on your CRM or e commerce backend as the ultimate arbiter of truth. We map the customer journey to understand how channels interact, rather than viewing them in isolation.
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03
Offline conversion tracking
For B2B and lead gen clients, a filled in form is not a sale. We push offline conversion data from your CRM back into the ad platforms, telling the algorithms which leads actually turned into signed contracts.
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04
Plain language reporting
We strip the jargon out of the numbers. Our monthly reports detail exactly what was spent, what revenue was recognized, and what the margin looks like. We explain the arithmetic, not the acronyms.
The Audit
How we fix broken tracking
Fixing a broken analytics setup requires a systematic, forensic approach. We begin by mapping every conversion event on your website: purchases, form fills, phone calls, and live chats. We audit Google Tag Manager to identify redundant, conflicting, or outdated tags that are slowing down the site or double firing.
Next, we verify the data layer. If your e commerce store is sending the wrong purchase value, or failing to pass transaction IDs, the platform will report incorrect ROAS and duplicate sales. We work with your developers, or implement the fixes directly, to ensure the data schema is pristine.
Finally, we establish the reconciliation protocol. We compare a thirty day window of platform conversions against your internal records to establish the discrepancy rate. Only when that discrepancy is reduced to a mathematically acceptable variance do we authorize scaling the media spend.
Questions
Frequently asked questions
What is server side tracking and why do we need it?
Server side tracking moves the measurement pixel from the user's browser to your own cloud server. With ad blockers, iOS tracking protections, and privacy protocols severely limiting browser cookies, server side tracking is the only reliable way to measure conversions accurately.
Why do Meta and Google claim more sales than I actually have?
Each platform operates in a silo. If a user clicks a Meta ad on Monday and a Google ad on Tuesday before buying, both platforms take 100% credit for the sale. Deduplication is the analytical process of resolving these conflicting claims to understand true incremental value.
What is Google Consent Mode?
A framework that adjusts how Google tags behave based on the consent choices of your users. It ensures compliance with privacy regulations while using advanced modeling to recover conversion data from users who decline cookies. We implement it as standard.
Do you provide dashboards?
We can build dashboards, but we prioritize written reporting. A dashboard shows you what happened; our written reporting explains why it happened and what we are going to do about it.
Next step
Find out what your account is wasting
Send us access and we will come back with a written audit: where the budget is leaking, what it is costing you, and the three fixes worth doing first. No charge, no obligation.