Why You Can't Trust Your Marketing Data
Data you can't trust
Duplicate events, broken conversion tags, and mismatched attribution leave you making decisions on bad data. You don't know what's actually working.
GA4 migration broke everything
The move from Universal Analytics created gaps, wrong event names, and missing revenue data. Reports don't match your CRM.
Attribution gaps kill decisions
Last-click shows Google everything. Data-driven attribution is unreliable without enough conversions. You don't see the full customer journey.
How We Fix Your Tracking Infrastructure
Tracking audit
Full audit of every conversion tag: Google Ads, Meta CAPI, GA4, GTM. Find duplicates, gaps, and misfires before they corrupt your data.
Clean implementation
GA4 event taxonomy, Google Tag Manager structure, and server-side tracking implemented with naming conventions that scale as you grow.
Attribution modeling
Multi-touch attribution setup in GA4 and your CRM. We connect ad spend to pipeline and revenue, not just last-click conversions.
What's Included
Analytics & Tracking Results
Client Results
The Challenge
An ecommerce brand spending $30K/month across Google and Meta had no confidence in their attribution data. GA4 showed 120 monthly purchases. Shopify showed 340. Meta was reporting ROAS of 4.1x. When we audited, we found browser-side and server-side pixel firing in parallel with no deduplication, three separate Google Ads conversion actions counting the same purchase, and GA4 events misfired on the checkout confirmation page.
The Result
We fixed deduplication, consolidated Google Ads to one clean purchase conversion, and rebuilt GA4 event tracking with proper data layer implementation. After the fix, 100% of purchases were tracked accurately. The account recovered visibility into 3X more conversions than the broken setup had surfaced. With clean data, bidding algorithms optimized properly and CPA dropped 28% in 60 days.
“We were making budget decisions based on numbers that were completely wrong.”
Founder, Ecommerce Brand
Frequently Asked Questions
Our GA4 looks broken. Where do we even start?
Start with a tracking audit before touching anything. The biggest risk in a broken GA4 setup is making changes that delete the partial data you do have. We audit every event, every conversion action, and every tag in GTM to map what's firing correctly, what's duplicating, and what's missing. In most accounts we find at least one conversion action counting inflated events — page views counted as leads, or the same purchase firing twice. We fix in order of revenue impact, not complexity.
What is the difference between GA4, GTM, and Google Ads conversion tracking?
GA4 is your analytics database — it collects user behavior across your site. Google Tag Manager is the container that fires tracking tags without touching site code. Google Ads conversion tracking is a separate signal that tells Google's bidding algorithm which clicks turned into valuable actions. All three can be running simultaneously and still be measuring completely different things. The most common error we find: Google Ads is optimizing to a conversion action that doesn't match what GA4 is recording as a lead. Smart Bidding then chases the wrong signal.
How do you handle attribution across multiple channels?
We build attribution in layers. First, GA4 assisted conversion reports to see full-path credit across channels. Second, UTM tagging standards enforced across every paid channel so CRM attribution is accurate. Third, for clients with sufficient conversion volume, we configure data-driven attribution in GA4 and Google Ads. For clients where that threshold isn't met, we use time-decay and document the tradeoffs. We've helped clients recover visibility into 3X more conversions simply by fixing the signal infrastructure.
How long does a tracking setup take?
A tracking audit takes 2 to 3 business days. Implementation depends on scope: fixing a GA4 event configuration and conversion action cleanup takes 1 to 2 weeks. A full server-side tracking setup with CAPI integration, CRM data layer, and custom event taxonomy takes 3 to 6 weeks. We scope it after the audit. We won't give you a timeline before we understand what's actually broken — fast estimates without an audit are how bad tracking setups get built.
Will setting up server-side tracking break anything that's already working?
Not if it's done correctly. Server-side tracking runs parallel to browser-side — you don't switch off the existing setup until the new one is verified. We use duplicate event detection and a staging environment to test every event before changing anything in production. The one risk is in deduplication: if browser-side and server-side both fire the same event to Meta or Google without deduplication keys, you'll overcount. We configure deduplication as standard on every server-side implementation.
Fix Your Tracking Before You Scale
Scaling ad spend on bad data is expensive. Let's fix your tracking first.