Fix your tracking before you scale your spend

• Meta reports more sales than you actually made. Add up the platform dashboards and you get more revenue than reached your bank account. Someone is double counting, and it's usually all of them.
• GA4 and your ad platforms never agree. Different attribution windows, view-through conversions and lost cookies mean each tool tells its own version of events.
• "Direct" traffic keeps growing. Paid and email visits arrive without UTMs or lose them on the way, so GA4 files them as direct and your best channels look weaker than they are.
• Purchases or leads fire twice, or not at all. Duplicate events inflate results, and missing ones starve the platforms of the data they need to optimise.
• Your CRM and ad accounts don't talk. Meta and Google optimise for form fills because they never learn which leads became customers.
• Nobody can say which ads actually sell. You can see clicks and platform conversions, but not which campaigns brought in revenue.

Recent results: 0.5 to 3.4 ROAS in 90 days for a marketplace. CAC down 32% in 50 days for a DTC brand.

• Pixel and Conversions API. Whether Meta's pixel and server-side events fire once, with the right values, and deduplicate correctly.
• GA4 setup. Events, conversions, revenue values and cross-domain tracking, so GA4 reflects what actually happened on your site.
• UTMs and channel grouping. Consistent tagging across ads, email and partners, so traffic lands in the right channel instead of "direct".
• Offline conversions and CRM sync. Sending qualified leads and closed sales back to Meta and Google, so they optimise for customers, not form fills.
• One source of truth. A blended view of spend, new customers and revenue you can make decisions on, whatever each platform claims.

You get a written list of what's broken, what to fix first and who on your team or agency should fix it.

• Why does Meta report more sales than Shopify or GA4? Meta counts purchases made within its attribution window after someone clicked or viewed an ad, including people who would have bought anyway, and Google may claim the same sale. Shopify counts each order once. The gap shows how much the platforms are crediting themselves.
• Do I need the Meta Conversions API? In most cases, yes. Browser privacy settings and ad blockers stop the pixel from seeing a large share of conversions. The Conversions API sends events from your server, so Meta gets more complete data. It has to be deduplicated with the pixel, or you'll double count.
• How do I know which ads are actually bringing in sales? Combine three things: clean UTMs on every ad, conversion data sent back from your store or CRM, and a blended view of spend against new customers. Platform dashboards alone will always flatter themselves.
• Why don't GA4 and my ad platforms match? GA4 credits the channels it can see across visits to your site. Ad platforms credit their own clicks and views within their own windows. They answer different questions, which is why their numbers rarely match.
• Who fixes the problems you find? Usually your agency, developer or in-house team. You get a prioritised list of exactly what to change, so whoever owns the setup can fix it.

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