Ad platforms can report the same result differently. Opening a form, submitting it and becoming a qualified customer are different stages. We bring Google, Meta, website and e-commerce data into one measurement plan so you can see which results really create business value.
Measurement plan and definition of success
Your main goal may be sales, quote requests, calls, store visits or something else. We separate primary conversions from supporting micro-conversions. For each event we define where it happens, where it is reported, its value and who owns it. Adding tags without this plan produces lots of data and little insight.
Technical setup and duplicate checks
Events in Analytics, Google Ads, Meta Pixel, the Conversions API and your store are compared. We test for duplicated purchases or forms, fake conversions from refreshed thank-you pages, and payment providers claiming traffic as the source. Event IDs and data layer fields are implemented with clean naming.
Privacy and data minimisation
Personal data such as email, phone, name or messages is never sent to analytics tools in plain text. Cookie-dependent tags run according to user choice. Retention, access and third-party connections are limited to what is needed. Enhanced matching or similar features require the business to confirm its legal basis.
Reporting and business decisions
Channel, campaign, page and device breakdowns are read together with lead quality, order revenue and cost. We set up a UTM standard, a dashboard and a periodic checklist. Data loss or modelling is stated openly. The aim is not a perfect-looking table, but better evidence for budget and content decisions.
Frequently asked questions
Why are the numbers different on every platform?+
Attribution windows, cookies, modelling, time zones and event definitions differ. Reports must be compared on the same definitions.
Can phone and WhatsApp clicks be tracked?+
Yes, the click can be tracked, but we do not assume every click is a real conversation or sale.
Is ongoing checking needed after setup?+
Yes. Changes to the site, apps or checkout can break tags. We recommend periodic data quality checks.