Orders exist, but revenue does not reconcile.
Definitions, processing windows, identities and attribution rules differ. A mismatch is a clue, not proof that one total is always correct.
Conversion Tracking & Attribution
Know whether performance is broken—or the measurement path is.
We map, repair and validate conversion signals across your store, calls, forms, analytics, CRM and advertising platforms.
Best fit: established eCommerce and selected high-value service businesses whose acquisition decisions rely on missing, duplicated or disconnected outcomes.
The measurement signal path
Real customer outcomes
Purchase · qualified form · phone call · invoice · offline sale
Store · data layer · GTM · GA4 · Ads · call tracking · CRM
Each handoff tested across the actual journey—not accepted because a platform says “active.”
Usable decisions
Reporting · bidding · budget · audience · next diagnostic step
↺ Monitoring keeps the path trustworthy after release.
Conversion audit
Signal-path mapping
Implementation & repair
End-to-end validation
The expensive contradiction
The business sees outcomes. The advertising platform does not.
A customer action can disappear—or appear twice—between systems. We identify the broken handoff before drawing campaign conclusions.
Calls and forms stop at the first system.
A call or form can reach the CRM while its click identifier, source or qualified outcome never reaches the ad platform.
Useful events are counted twice—or valued equally.
Browser, server and imported events can overlap; a minor action can also become an inappropriate bidding target.
Our point of view
A tag firing is not the finish line.
A useful conversion signal reaches the required systems once, with the right definition, value and source context.
We trace the store, data layer, GTM, analytics, ad platforms, call tracking and CRM as one chain—then diagnose, repair and validate.
Decision standard
Before changing media, establish whether the outcome failed to happen, failed to be collected or failed to reach the decision system.
What we inspect, build and validate
The complete path from customer action to optimization signal.
Define the outcome, test each handoff, repair agreed dependencies and validate with controlled journeys.
Business outcomes & conversion goals
Purchases, qualified forms, calls, appointments or invoices separated into optimization and observation-only signals.
Journey & signal-path mapping
Document the paid interaction, website, call or form and final business record, including technical handoffs.
Events, data layer, GTM & GA4
Event names, parameters, values, transaction IDs and triggers checked against actual browser and store behavior.
Advertising-platform signal quality
Google Ads, Meta Pixel, Conversions API and imports reviewed for priorities, values and deduplication.
Calls, forms & offline outcomes
Call tracking, dynamic numbers, forms, click IDs, CRM stages and offline feedback connected where access and eligibility permit.
QA, documentation & monitoring
Controlled tests, duplicate checks, diagnostics, evidence, ownership and change monitoring.
How the engagement works
Define it. Trace it. Repair it. Prove it.
A working tag is not proof of a working measurement system. See our first-30-day engagement plan.
Define the outcome
Agree the outcome, value, source of truth and optimization role.
Trace the current path
Trace collection, transformations, delays, duplication and losses through each relevant system.
Repair the dependency
Implement agreed event, tag, integration and offline-feedback repairs with owners and rollback points.
Validate end to end
Confirm events and source context in each destination, check duplicates and processing, then document monitoring.
Evidence, with the limits visible
Two measurement failures. Two different standards of proof.
One case ends at a defensible diagnosis. The other validates a repaired signal path. Neither is presented as a guaranteed performance lift.
Signal-path diagnosis
CallRail had calls. Google Ads had zero imported conversions.
Fixed-source call tracking did not preserve the visitor-level paid-click relationship required by the standard integration.
Read the diagnosis End-to-end implementationA retailer's online behavior, calls and lead records became one testable path.
Early QA across WooCommerce, GTM, GA4, Google Ads, CallRail, Zapier and Jobber verified signal coverage and two valid Google leads retaining attribution through invoice creation.
Read the caseCallRail evidence supports the diagnosis, not a controlled post-fix result or publishable call count. The retailer case validates signals and attribution, not revenue, ROAS or lead-quality lift. Invoice-value feedback still depends on continued CRM use.
What working together produces
A measurement system your team can inspect and own.
A documented architecture, tested release and clear limits for every signal.
An outcome and ownership register
Outcome definitions, values, source systems, optimization roles, owners and limitations.
A current-state signal map
Customer action to analytics, advertising and CRM, with identifiers and handoff risks.
A prioritized repair and QA plan
Repairs ordered by decision risk, with test cases, expected destinations and rollback points.
A validation record and runbook
Validation evidence, unresolved limits, monitoring ownership and change guidance.
Fit matters
Reliable measurement needs access, ownership and honest limits.
This is likely a fit when…
- Your business already generates purchases, forms, calls or offline outcomes that matter.
- You are investing meaningfully in paid acquisition and cannot confidently use the current conversion data.
- The store, analytics, ad platforms, call tools or CRM disagree in a way that changes decisions.
- Your team can provide appropriate access and an implementation owner for site, data or CRM dependencies.
- You want the limitations documented instead of forcing every platform total to match.
This is probably not a fit when…
- You need a guarantee that every historical conversion can be reconstructed.
- You expect repaired tracking by itself to create demand, improve lead quality or guarantee profitability.
- Access to the website, tag manager, analytics, advertising or outcome system cannot be provided.
- No one can approve definitions, consent decisions, development changes or CRM ownership.
- You want a report without controlled testing of the real signal path.
Connected capabilities
Measurement is the shared language between acquisition channels.
Use shared outcome definitions while respecting each channel’s attribution limits.
Before we talk
Questions eCommerce operators actually ask.
How do we know whether tracking or campaign performance is the problem?
Trace the business record through each handoff. An outcome that exists upstream but disappears downstream points to measurement. If the path works but valuable outcomes do not occur, investigate campaigns, demand, offer and conversion. Both problems can coexist.
Can you work with purchases, calls, forms and offline sales?
Yes, where events, identifiers, integrations and access permit. We define the outcome and record owner, then map the store, GA4, GTM, ad platforms, call tools or CRM needed for the actual stack.
What access will you need?
Read access first, followed by the minimum write access for agreed repairs. We confirm site/developer, GTM, analytics, ad-account, call-tool and CRM owners, test environments and approval rules upfront.
Can missing historical conversions be recovered?
Only when retained identifiers and timestamps, consent and platform windows allow it. We assess backfill separately and never promise data that was not collected.
How do you prevent duplicate or low-quality conversion signals?
Assign one owner per action, use stable transaction/event IDs where supported and test browser/server/import overlap. Separate bidding events from diagnostics; add qualified or closed lead feedback when the sales process supports it.
Why will Google Ads, Meta, GA4 and the store still show different totals?
Attribution windows, identities, time zones and processing rules differ. We validate events and explain each total’s scope—not force numerical equality.
Start with the real question
Bring us the outcome that exists in one system and disappears in another.
Tell us what counts as a conversion, where it is recorded and where the signal stops. We will identify whether the next step is diagnosis, implementation or validation.
Tell us how to reach you. After you submit, Calendly opens so you can choose a time.
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