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Measurement & attribution

Understand why your reports disagree.

Your ad account, analytics and sales records may tell different stories. Find out what each counts, where tracking is broken and which figures can support the next spending decision.

We review the relevant web or app tracking, compare it with business records and give your team a prioritized fix list. Agreed changes are checked, and any remaining gaps are explained.

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What we investigate

What is counted, missed or counted twice?

We choose the platforms and customer journeys relevant to your problem. The aim is useful answers from the right systems, not more tools by default.

  • Google Tag Manager
  • Google Analytics 4
  • Triple Whale
  • Adjust
  • AppsFlyer

How tracking is set up

  • Whether purchases, leads and other key events fire correctly, once, with the right values and currencies.
  • Browser and server connections, order IDs and how duplicate records are prevented.
  • Consent choices and whether collection follows the business's agreed requirements.
  • Gaps in the customer journey, campaign naming and tracking links.

Why the totals differ

  • How each system assigns credit, its reporting window and time zone.
  • Reported purchases or leads compared with the agreed sales or customer records.
  • The effect of refunds, cancellations and unqualified leads on reported performance.
  • What needs a tracking repair, a different analysis or a test to answer the business question.
What you receive

A fix list and clearer reporting rules.

01

A map of your tracking

What gets recorded, where it goes, which system owns it and where information is lost or counted differently.

One reference for your marketing and development teams
02

A prioritized fix list

Each problem, the evidence behind it, why it matters, who should fix it and how to check the repair.

Clear instructions for the team making changes
03

Which numbers to use

Results of the checks, an explanation of reporting differences and guidance on which figures support each decision.

Reporting rules with remaining gaps made clear
How we work

Find the gap. Check the fix.

  1. 01

    Agree what matters

    Choose the business measures, systems, access and privacy requirements relevant to the problem.

  2. 02

    Trace the records

    Follow selected customer journeys through the tracking, using permitted test data.

  3. 03

    Prioritize & check

    Give your team a fix list, or agree a separate implementation scope. Check changes against the documented requirements.

  4. 04

    Explain & hand over

    Compare the results, explain remaining differences and agree what needs ongoing monitoring.

Some reporting differences are legitimate: consent, platform limits and counting rules affect what can be measured. Crediting an ad with a sale does not prove the ad created an extra sale. Development, new integrations and ongoing monitoring are separately scoped; complete event recovery or matching totals cannot be guaranteed.

Reviews use agreed access and permitted data, respecting consent and platform restrictions. Keep passwords and customer datasets out of the website form. Platform names describe audit scope, not endorsement or certification.

Related work

Make the evidence useful.

Use the findings to improve paid media decisions or connect business outcomes to growth strategy and allocation.

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