Tracking & Attribution Rebuild

For businesses running paid media whose ad platforms, GA4 and backend revenue each tell a different story, and who have stopped trusting any of them. You need an online store or a CRM that records real orders or deals: that is what we reconcile against.

Most tracking setups were built in layers: a pixel added at launch, a GA4 migration done in a hurry, a tag manager container nobody fully owns. Each layer counts conversions slightly differently, so every report is defensible and none of them agree. Budget decisions end up resting on whichever number looks best that week.

We start by writing a measurement plan: which events represent real money, where each one is recorded, and which system is the source of truth. Then we rebuild GA4 and Google Tag Manager against that plan, map conversion events to purchases, qualified leads or closed deals, and wire consent so tracking behaves correctly for visitors who decline it.

The core of the work is reconciliation. We compare what the ad platforms and GA4 report against your own order or CRM records, find where the numbers diverge and why, and fix what can be fixed. Where a gap is structural — declined consent, cross-device journeys, modelled conversions — we document it rather than hide it.

You keep a written attribution model that explains how credit is assigned, and a reconciliation dashboard that shows platform figures next to backend revenue. When the engagement ends, anyone on your team can still check the numbers.

What's included

• A written measurement plan defining every conversion and its source of truth
• GA4 and Google Tag Manager rebuilt against that plan
• Conversion events mapped to real money events: orders, qualified leads, closed deals
• Platform numbers reconciled against backend revenue
• Consent wiring for tracking and ad platforms
• A documented attribution model
• A reconciliation dashboard you keep

What this does not include

• Paid media management
• Warehouse or BigQuery pipelines
• CRM customisation beyond the fields needed for attribution
• Ongoing monitoring

How you know it worked

Platform-reported conversions reconcile with your own order or CRM records within an agreed percentage, verified on real records before sign-off. The percentage is set in the contract before work starts.

What we need to start

Admin access to GA4, Google Tag Manager and your ad accounts, plus read access to your order or CRM data.