Conversion Tracking
Know what actually drives revenue.
Conversions wired across GA4, Google Ads, Meta, LinkedIn, and any downstream tool. Multi-touch attribution, server-side tagging for iOS signal loss, offline conversion import, and the model selection that stops every channel claiming the same sale.
One customer. €124 purchase. Four models.
Model live
Attribution model
Last-click
Google Search
Day 0
€0.00
Meta Ad
Day 3
€0.00
Email
Day 7
€0.00
Direct
Day 9 · purchase
100%
€124.00
Same conversion, very different stories. Which model you pick shapes every spend decision.
Platforms we wire conversions into
Every channel, consistent counting.
Google Ads
Import from GA4 or fire directly. Enhanced Conversions for cross-device stitching. Offline conversions for phone leads.
Meta (Facebook + Instagram)
Pixel + Conversion API dual-fire. Deduplication IDs to prevent double-counting. iOS 14 signal recovery via CAPI.
TikTok
TikTok Pixel + Events API. Enhanced match via hashed email. Shorter attribution windows than Meta — configured correctly.
LinkedIn
Insight Tag + conversion events. Longer consideration windows for B2B. Works with LinkedIn's Revenue Attribution Report.
GA4 + BigQuery
All conversions land in GA4 first. BigQuery export enables custom attribution models beyond what GA4 defaults offer.
CRM / email / call-tracking
Offline conversion import. Lead scored in HubSpot/Salesforce → attribution back to original channel. Phone leads via CallRail/CallPage.
Which attribution model is right?
It depends. Here's how to choose.
No single model is right for every business. The right choice depends on your sales cycle, channel mix, and what decisions you need to make. We help you pick one — then stick with it.
Last-click
Use when: Short sales cycles, impulse purchases, direct-response campaigns
Avoid when: B2B, considered purchases, brand-awareness investment
Bias: Undervalues upper-funnel — will starve brand/awareness budget
First-click
Use when: When you're measuring acquisition efficiency of your awareness channels
Avoid when: When closing-the-deal efforts need credit for conversion optimisation
Bias: Undervalues retargeting and bottom-funnel — can over-invest in top-funnel
Linear
Use when: Multi-touch journeys where no single channel is clearly responsible
Avoid when: Channel mix with obvious primary driver — dilutes the signal
Bias: Treats all touches as equal — rarely true in reality
Data-driven (GA4 default)
Use when: Accounts with 300+ conversions/month — Google's model can learn patterns
Avoid when: Low-volume accounts — model falls back to last-click anyway
Bias: Black box — can't always explain why a channel got weighted as it did
Conversion signal in 2026
Server-side tagging — when it's worth the effort.
iOS 14 ITP, Safari ITP, ad blockers, cookie consent denials — client-side pixels lose 30–50% of conversion signal on average. Server-side tagging via Google Tag Manager Server recovers most of it.
Not every client needs it. For accounts under €3k/month ad spend, the setup effort usually doesn't pay back. Above that, the signal recovery typically pays for itself in 6–8 weeks.
Google Tag Manager Server
Deployed on Google Cloud Run. Typically €30–€80/month infra. Proxies events to Google + Meta + TikTok + anywhere.
Conversion API (CAPI) for Meta
Recovers 10–30% of conversion volume lost to iOS. Dedup with pixel events so you're not double-counting.
Enhanced Conversions for Google
Hashed PII (email, phone) attached to conversions. Stitches cross-device and privacy-protected users back together.
Offline conversion import
Phone leads → Salesforce/HubSpot → uploaded to Google/Meta as completed conversions. Closes the loop on real revenue.
Common mistakes
Where most conversion tracking goes wrong.
Same conversion counted by every platform
Meta + Google + GA4 all claim the same sale — total credited exceeds actual revenue. No single source of truth across ads.
Client-side only, iOS signal lost
No CAPI / server-side, so 30–50% of Meta conversions never make it home. Smart Bidding trains on partial data.
Wrong conversion value sent
Firing cart value as conversion value (before discounts, before tax decisions). Platforms optimise toward the wrong metric.
Attribution window mismatch
GA4 default 30d, Meta 7d, Google 30d — same conversion appears in different reports with different dates. Comparisons don't reconcile.
Branded search double-counted
Branded terms claimed by Google + your SEO service + email platform — all three think they drove the same purchase.
Offline conversions never imported
Phone leads and retail sales not feeding back. Digital channels look less effective than they actually are.
Frequently asked
Conversion tracking questions.
For accounts under €3k/month ad spend, client-side is usually sufficient — effort to implement sGTM doesn't pay back fast enough. Above €5k/month spend, almost always worth it — signal recovery typically pays for setup within 6–8 weeks. Between those thresholds, it's a judgement call based on your specific iOS audience share and ad-blocker rates.
Related services
Works alongside
Get a free attribution audit.
Share GA4, Meta Ads, and Google Ads read-access and we'll show you where conversions are double-counted, where signal is lost, and how much revenue is going unattributed. Free, no commitment.