Data · Tracking
Tracking & measurement
Ad platforms steer budget based on what they can measure. If measurement is wrong, they optimize toward the wrong things — and you make decisions on the wrong numbers. We make sure what gets counted is what actually matters to you.
Part of our growth partnership — and available as a focused engagement when you have a specific need.
Sound familiar?
Numbers don't match reality
Google, Meta and your checkout show completely different numbers of sales or inquiries.
Calls and forms aren't tracked
The most important things happening on your site don't appear in any report.
Data goes missing
Ad blockers, cookie choices and browser protections mean some purchases are never reported.
What we do
Measurement plan
Together we decide what counts as an inquiry, booking or sale — and what it's worth.
Conversion tracking in Google and Meta
The right events, the right values and no double counting.
Google Analytics 4
Analytics that show where visitors come from and what they do.
Call and form tracking
Calls, forms, bookings and chats counted as the inquiries they are.
Server-side tracking
More reliable data that doesn't vanish in the browser, while respecting consent.
Go deeper
Google Analytics 4
GA4 is free and powerful, but the default setup rarely answers the questions you actually have. We set it up so you can see which channels and pages bring customers — not just visits.
Tracking · Server-sideServer-side tracking & Conversions API
Standard tracking runs in the visitor's browser — where ad blockers and privacy protections stop some signals. Server-side tracking sends events through your own server, giving more stable data and a better basis for the ad platforms' optimization.
Tracking · LeadsCall & form tracking
For local businesses, the next sale often starts with a call, a form or a booking. We make sure each one is counted, attributed to the right channel and can be followed to whether it became a customer.
Results from similar work
Examples from businesses we have worked with. Each story shows the work delivered and the results measured for that project.
794 patient inquiries when each treatment got its own message.
A clinic stopped running one general dental ad and gave examinations, whitening, implants and Invisalign their own campaigns.
794
Patient inquiries via Meta
≈$6.10
Ad cost per inquiry
2,115 car owners asked for a quote, for jobs they were putting off anyway.
A workshop stopped advertising "service and repairs" in general and started promoting the jobs people know they need: timing belts, rust protection and AC service.
2,115
Quote and booking requests
≈$14.60
Ad cost per request
649 people filled in a form to hear from a painter.
A painting company let homeowners describe their job in a short form directly from Google, instead of hoping they would call.
649
Submitted lead forms
220
Quote requests
Common questions
Why does Google Ads show more sales than our store?
Tools count differently: time windows, attribution and double counting. A good measurement plan makes numbers comparable and shows which one should drive decisions.
Does cookie consent affect tracking?
Yes. Visitors who decline aren't counted the usual way. We set up tracking that follows consent choices while giving as complete a picture as possible.
Do we need tracking if we only want calls?
Yes — calls are exactly what's most often missing from reports. Without them, the ad platform optimizes for clicks rather than customers.
Industries where it matters most
Two ways to get started
Want help with tracking & measurement?
Book a discovery call
30 minutes. We get to know your business and goals.
Request a growth analysis
Tell us a little about you and we'll put together an analysis and a suggested action plan.
- Fresh-eyes review
- Prioritised plan
- We run the work