with Faisal TusherAnalytics · Paid Media · Lead generation
Rebuilding Conversion Tracking Before Scaling Spend
Platforms disagreed wildly on conversions. A tracking plan, GTM rebuild and server-side signals made optimisation trustworthy.
Illustrative scenario — figures are demo data, not client results
Problem
Meta reported far more leads than the CRM; Google Ads optimised to page views mislabelled as conversions.
Platform vs CRM discrepancy % (demo)
Demo data. “Before” = previous pattern; “After” = pattern following the changes.
Key metrics
| Metric | Before | After |
|---|---|---|
| Reporting gap | ~62% | ~8% |
| Optimisation event | Page view | Qualified lead |
Tools
Google Tag ManagerMeta Pixel & Conversions APIGoogle Analytics (GA4)Google Ads
Related
Continue exploring
- Conversion TrackingConversion tracking setup: tracking plans, GTM, GA4 key events, Google Ads conversions, Meta Pixel and Conversions API, deduplication and QA, with a tag flow.Performance
- Google Tag ManagerGoogle Tag Manager implementation: tags, triggers, variables, dataLayer events, consent and QA for GA4, Google Ads and Meta — with a dataLayer event builder.SEO Center
- Recovering Organic Visibility for a Large Product CatalogueAn electronics retailer's category pages were drowned out by thousands of filter URLs. Cleaning up indexation refocused crawl budget on pages that sell.Case Studies
- Planning a Festival-Season Media Burst Across Meta and GoogleA seasonal peak with rising auction costs. Front-loaded awareness and reserved bottom-funnel budget kept efficiency during the busiest days.Case Studies