Tracking and Attribution
Tracking and attribution for ecommerce and appointment-based brands. Server-side events, offline conversion imports, and reporting that ties spend to revenue.
Every full-service engagement starts with a tracking review. In most accounts we take over, Meta, Google, and the store or booking system each report a different number of sales. We fix that first, so your budget decisions rest on numbers that are accurate.
- Meta Conversions API, server-side GTM, Google enhanced conversions, and GA4 setup
- For DTC brands: store purchases sent back to Meta and Google server-side and deduplicated, with new and returning customers split out so spend goes toward new buyers
- For appointment-based brands: booked, attended, and closed appointments sent from booking systems like Zenoti back to Meta and Google, so bidding optimizes for appointments that convert instead of form fills
- Reporting on MER and contribution margin, or daily bookings, shows, and no-shows by location with monthly cohorts showing what each month's spend returned
- Triple Whale, Northbeam, or Elevar auditing if you use them
Implementation may cost extra depending on what your account needs.
Recognition and Partners
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Tracking and Attribution
Tracking work runs in a set order, because each layer depends on the one before it. We fix the events first, then send the right conversions back to the platforms, then build the reporting you make decisions from.
Tracking review
We compare every conversion event across your site, ad platforms, analytics, and store, CRM, or booking system against your actual sales. You get a list of what's missing, duplicated, or misattributed, and which numbers to stop trusting until it's fixed. If you use Triple Whale, Northbeam, or Elevar, we audit those too.
Server-side tracking
We set up Meta Conversions API and server-side GTM, rebuild Google Ads conversion tracking with enhanced conversions, and configure GA4 around how your business actually sells. Events get deduplicated and sent with strong match quality, so the platforms have accurate data to optimize toward.
Ecommerce purchase data
For ecommerce brands, we send store purchases back to Meta and Google server-side and split out new and returning customers. That lets bidding and reporting focus on new buyers.
Appointment and offline conversions
When the sale closes at a consultation or visit, a form fill isn't a conversion. We send booked, attended, and closed appointments from booking systems like Zenoti back to Meta and Google, so bidding chases appointments that convert instead of leads that never show up.
Reporting
The last layer is the reporting your team actually uses. For ecommerce brands, that's MER, new-customer CAC, and contribution margin. For appointment-based brands, it's daily bookings, shows, and no-shows by location, plus monthly cohorts showing what each month's spend returned.
Most accounts arrive with a tracking problem that looks like a media problem. Spend seems inefficient because the platforms are optimizing toward the wrong event, or because nobody agrees on the number. We fix tracking before touching budget. Tracking, media, and creative sit with one integrated team, so when the data changes, the buying and the next round of ads change with it.
Frequently Asked Questions
Find answers to common questions about our services and processes below.
No. Tracking is part of our full-service engagements, where the same team uses the data to run your creative and media.
It depends on scope. A tracking repair on a standard Shopify store moves faster than a booking system integration for a multi-location business. The tracking review comes first either way, because it shows how much of your current setup we can keep.
Meta grades event match quality based on how many identifiers accompany each event. Most accounts arrive in the poor to fair range because they're sending page-level data only. Adding hashed email, phone, name, and address at the server level typically moves an account several grades and improves delivery with no change to spend.
We work inside the stack you already run and check it against platform and store data before anyone uses it for budget decisions. That includes Meta Conversions API, server-side GTM, GA4, Google Ads enhanced conversions, booking systems like Zenoti, and Triple Whale, Northbeam, or Elevar.
It sends events from your CRM or booking system back to the ad platforms, so bidding optimizes toward what happened after the lead came in. You need one if the sale closes somewhere other than a checkout, like a consultation, a visit, or a phone call. Without it, the platforms optimize toward form fills and you pay for leads that never convert.
Three common causes. Events are firing client-side only, so ad blockers and iOS privacy features drop a share of them. The same conversion is counted by more than one platform inside overlapping attribution windows. Or match quality is low enough that the platforms can't tie a conversion back to a click. All three are diagnosable and fixable.
Every full-service engagement starts with a tracking review across your site, ad platforms, analytics, and store, CRM, or booking system. From there we fix what's broken, set up server-side tracking and offline conversion imports, and build your reporting.
