Conversion tracking, GA4, server-side events and offline conversions — set up so the platforms learn from what actually happened, not from a broken signal.
Nobody hires a media buyer because they want a tracking audit. But optimising toward bad data just makes you wrong faster.
The pattern shows up constantly. Meta claims 42 purchases, Google claims 31, the Shopify dashboard says 48 total. Everyone's reporting something, none of it reconciles, and the decision about where to put next month's budget ends up being a vibe.
Worse, the platforms are optimising toward whatever event you told them to. If that event fires on page load instead of purchase, the algorithm will happily go find you thousands of people who load pages.
So this gets fixed before anything else. Usually in the first week or two.
Bring your ad account and your numbers. I'll tell you what I'd change first — whether or not you end up working with me.
Book a free strategy call →Yes, and it's fairly straightforward. Shopify's native integrations cover a lot, but the checkout events and server-side setup usually still need attention. WooCommerce and custom builds take longer but the approach is the same.
No, and be wary of anyone who promises that. Different platforms use different attribution windows and models, so some gap is normal and expected. The goal is that the gap becomes explainable instead of mysterious.
If a meaningful share of your traffic is on iOS, or you're spending seriously on Meta, it's worth doing. For a small local business running Search ads only, it's probably overkill. I'll tell you which side you're on.
It can be a standalone project if you've got someone else running the ads. If I'm managing the account, it's just part of the first month's work rather than a separate line item.