Almost every account I audit has a measurement problem, and most of the owners do not know it. Conversions counted twice, GA4 disagreeing with the ad platform, and nobody willing to say which number is real. Everything downstream inherits that error.
If more than one of these is familiar, it is worth checking.
Google Ads says 40 conversions, GA4 says 26, the CRM says 12. All three are measuring different things and no one has written down which one decisions are made on.
Form submit, thank-you pageview and phone call all firing as conversions for one enquiry. Reported CPA is a third of reality and every bid decision is built on it.
The ad platform never learns which leads became customers, so it keeps optimising for the cheapest enquiry rather than the ones worth having.
A site redesign or consent banner change silently stops the tag firing. Without monitoring, this is usually discovered weeks later, after the bidding has already adapted to the wrong signal.
One defined source of truth, and every platform reconciled against it.
Events, conversions and data streams configured to reflect how your business actually works, with duplicates removed and definitions written down.
Recovers a meaningful share of conversions lost to browser restrictions and ad blockers, so bidding learns from a fuller picture.
CRM outcomes fed back with values attached, so the platform optimises toward closed revenue instead of form fills. This is usually the single highest-impact item on the list.
For any business where the phone is the conversion, calls tracked to keyword level and, where possible, to outcome rather than just to ringing.
A Looker Studio dashboard tied to your real conversion data, plus a written read on what changed and why. No 40-tab spreadsheet, no vanity metrics, no 'impressions are up' as a headline.
This is the work I insist on doing first in any engagement. If you only ever buy one thing from me, it should probably be this one.
Some engagements have verified public numbers. Others are longer-running or confidential roles where I can speak to scope and approach but not exact percentages. I would rather show you the real mix than invent a case study.
Roughly $20K per month in Google Ads spend, in a market with $45 to $80 CPCs.
Alongside consulting I hold a senior in-house paid media role in healthcare. Nothing from that work is published anywhere on this site: no employer named, no budgets, no results, no internal detail. It is listed only because it is where a large part of my healthcare experience comes from.
What is firing, what is double counting, what is missing, and which number is currently trusted.
Agree one source of truth and write down what each conversion actually means.
GA4, GTM, server-side, CAPI and CRM import built and validated event by event.
Alerting so a silent tracking break is caught in days rather than discovered next quarter.
Long-form writing on this topic from the blog.
Advertisers whose ad platform reports and CRM disagree about what happened.
Not a fit: A site with no analytics access, or a team unwilling to add tags: tracking cannot be fixed from the outside.
Yes, and plenty of clients buy only this. It is a discrete project with a clear end, and it makes whoever runs your ads better at their job, including your current agency.
Not always. It matters most where a lot of traffic is on browsers that restrict tracking, or where Meta is a significant channel. I will tell you if the added complexity is not worth it for you.
HubSpot, Salesforce, Pipedrive and most modern systems, yes. Older or custom systems usually still work through a scheduled export. If yours genuinely cannot, I will say so early.
Typically two to four weeks depending on how many platforms and how much has to be untangled. Most of the time goes into validation rather than implementation, which is the part that gets skipped elsewhere.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
Rather book a time directly? Schedule a call.