Measurement & Automation
Attribution wired properly, once
Most agencies inherit broken tracking and quietly report around it. We fix the plumbing first, because every channel we run after this is only as honest as the data underneath it.
Conversion tracking and attribution is the work of connecting ad clicks to revenue: capturing gclid and fbclid into the CRM at lead creation, mapping value and currency into GA4 events, registering phone clicks and calls as conversions, and importing offline conversions back to the ad platforms so bidding optimises toward closed revenue rather than form submissions.
How we run it
The plays, in order
Click-ID capture at lead creation
gclid and fbclid written into the CRM record the moment a lead is created. This is the item with a clock on it: every day it is not captured is a day of ad spend that can never be attributed, and it cannot be backfilled. It is usually a same-week fix.
Value and currency in every GA4 event
Most GA4 setups fire events with no value attached, which quietly disables every ROAS view in the platform. We map value and currency across the event set, then verify each one in DebugView and in real network traffic.
Phone clicks and calls as real conversions
Call-driven revenue is invisible to smart bidding until the call is a conversion. We register phone clicks, wire call tracking where it earns its cost, and feed both into the bidding signal.
Offline conversions back to the platforms
A form fill is not revenue. We push closed-won values from the CRM back into Google and Meta so the algorithms learn which leads were actually worth buying, which is the single largest lever most accounts have never pulled.
Step-level events on multi-step forms
A twelve-step quote wizard with one conversion event at the end tells you nothing about where people leave. Step events turn an opaque funnel into a drop-off report, and the drop-off is almost always cheaper to fix than the traffic is to buy.
Verified against live traffic, not screenshots
We confirm every tag by reading the actual network requests the browser sends. A tag that exists in the container and never fires on the page is the most common finding in this discipline, and a screenshot of the container will never show it.
- A tracking plan document: every event, its trigger, its parameters
- GTM container built or rebuilt, with a published, versioned workspace
- GA4 configured: key events, value mapping, cross-domain, filters
- Click-ID capture wired into your CRM at lead creation
- Phone-click and call conversions registered
- Offline conversion import running on a schedule
- Consent and privacy configuration reviewed
- A verification report showing each tag firing in live traffic
The terms, up front
Nothing you find out at the end
The clauses people usually discover when a relationship ends are the ones we put at the start of it. These apply to every line we sell, this one included.
Term
Month to month after 90 days. Projects are fixed-scope.
Notice
30 days in writing, either direction, no penalty.
Ownership
Accounts, data, content and files are yours. In the SOW.
Ad spend
Paid to the platforms from your accounts. Never marked up.
Common questions
Before you ask
Why does click-ID capture matter so much?
Without gclid and fbclid on the lead record, you can never connect a closed sale back to the click that produced it. It cannot be reconstructed later, which is why we treat it as the most urgent item in any tracking engagement.
Can you fix tracking without replacing my website?
Yes. Tracking work is almost always independent of a rebuild. We regularly wire attribution on sites we did not build and would not have built.
What is offline conversion import?
It is sending your closed-won revenue back to Google and Meta, matched by click ID. The bidding algorithms then optimise toward leads that actually close instead of leads that merely submit a form. It is the highest-leverage change available to most accounts.
Often bought alongside
Marketing Audits
A free written teardown of your site, tracking, search and ads. Owner, effort and what it unblocks on every line.
Reporting & Dashboards
One cross-channel report per brand per month. Dated, readable in three minutes, no vendor login.
Paid Search & Paid Social
Google, Microsoft, Meta, LinkedIn, Yelp, Local Services Ads and Performance Max. Ad spend goes direct to your accounts.
Next step
Scope conversion tracking & attribution in 20 minutes
Tell us what you are working on. We will come back with an honest read on whether this is the right line for you, and a scope and a number if it is.
No retainer requirement · No long contract · You own everything we build