Tracking, attribution and measurement
An account that cannot be measured cannot be improved, only guessed at. This goes in before any budget moves.
Measurement covers the technical infrastructure that records what advertising actually caused: tracking implementation, server-side event collection, platform conversion APIs, analytics configuration and the attribution model used to assign credit. Done badly, every downstream decision is made on numbers that do not reconcile with the bank account.
The problem this solves
Ask three platforms what they delivered and their totals will exceed your actual revenue, sometimes by a wide margin. Each claims a conversion it touched. Browser-based tracking loses events to privacy controls and ad blockers. Subscription and repeat purchases get counted as new acquisition. The result is an agency and a client looking at different numbers and arguing about which is real.
What we implement
- Server-side tracking through Google Tag Manager server containers
- Meta Conversions API and Google Enhanced Conversions
- GA4 configured properly, with clean event and revenue definitions
- Offline conversion import for lead generation and long sales cycles
- Attribution modelling that reconciles platform claims against actual revenue
- A live dashboard you can open any day rather than a monthly slide
How we report
Against your revenue figures. If the platforms disagree with your accounts, your accounts win, and we explain the gap rather than quietly reporting the flattering number.
Common questions
Why is server-side tracking necessary now?
Browser privacy controls, tracking prevention and ad blockers cause a meaningful share of conversion events to go unrecorded in browser-based setups. Server-side collection sends events from your server instead, which recovers much of that signal and gives the ad platforms better data to optimise against.
Do you set up GA4 as well?
Yes. GA4 is usually part of the build, configured with clean event definitions and revenue tracking that reconciles with your commerce platform.
Can you fix tracking without taking over media buying?
Yes. Measurement can be a standalone project, and some clients start there before deciding whether to move media management as well.
How long does a tracking rebuild take?
Typically two to four weeks depending on platform complexity and how much access is available. Ecommerce sites on Shopify or WooCommerce are usually at the faster end.
Request a free account audit
A senior buyer reviews your accounts properly and writes up what they find. Twenty minutes on a call to walk you through it.
- No cost and no obligation to proceed
- Read-only access, revoked whenever you like
- The written findings are yours to keep either way
- Best suited to brands spending over ₹5 lakh a month