Fix your tracking before you touch your ads

Before we change a single bid, keyword or audience in a new account, we check the tracking. If conversions are not measured properly, the ad platforms optimise towards the wrong thing and every decision is a guess.

Start with what counts as a conversion

Agree what a valuable action is: a purchase, a qualified enquiry, a booked call. Track those as primary conversions. Page views and button clicks can be useful signals, but they should not be what your campaigns optimise for.

Get consent mode right

In the UK, analytics and advertising cookies need consent. Google Consent Mode v2 lets your tags respect each visitor's choice while still giving the platforms modelled data to work with. Without it, you can lose a large share of your measurable conversions.

Pass values, not just counts

For online stores, send order values and product data with each purchase so campaigns can optimise for revenue, not just order volume.

Use server-side and enhanced conversions

Browser restrictions and ad blockers mean some conversions are never seen. Enhanced conversions and server-side tagging recover a meaningful share of them.

Check it end to end

Place a test order or submit a test enquiry, then confirm it appears in GA4, Google Ads and Meta with the right value. Repeat whenever the site changes.

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Not sure your tracking is telling the truth? Ask us for a PPC audit.