Conversion tracking setup

Every decision downstream rests on this

Bid strategies, budget splits, which channel gets more next quarter, whether the agency is working — all of it is computed from conversion data. When that data is wrong, every one of those decisions is wrong in a way that looks perfectly reasonable in a report.

The audit stage is short and it is the part clients remember. It usually finds that the number everybody has been quoting in meetings is somewhere between thirty and three hundred per cent of the real one.

• A documented container rather than tags pasted into a theme
• Events defined once and named consistently across every platform
• Phone calls counted, which for most businesses is the majority of enquiries
• Consent mode configured so the measurement is lawful as well as accurate
• Test conversions verified against your own records before sign-off

Consent, and what it costs you

Consent reduces what can be measured directly, and consent mode recovers most of the gap through modelling. Measuring without consent is not something we will set up, and any agency offering it is exposing you to a fine to make a dashboard look better.

Server-side tracking, in the largest size, recovers a further part of what browser restrictions remove. It is worth it above a certain spend and not below it, and we will say which side of that line you are on.