Conversion tracking
Google Ads and Meta spend your budget based on the conversions they receive. If conversions are missing, counted twice or sent without the right value, the platforms optimise on the wrong signals and you pay too much per customer. We make sure every conversion arrives complete.
What we often hear
- Google Ads counts more conversions than we find in our own system
- Meta counts purchases twice
- Fewer conversions since the new cookie banner
- We don't know which channel actually delivers
What we do
What counts as a conversion
Which actions you measure and at what value, matched to what matters for your business. Not every click is a conversion.
Counted once
When a conversion arrives through the browser and through the server, we make sure the platform counts it once.
Through your own server
Where possible, we send conversions server-side, so ad blockers and browser restrictions cost less data.
Offline conversions
Leads and sales from your CRM back to the platforms, so they optimise for people who actually become customers, not just filled-in forms.
With consent
Conversions only go through with the right consent. With Consent Mode, Google can model what's missing.
Checked per platform
After go-live we check in each platform that conversions arrive and match what your site sends.
What we work with
The tools we use for this. Which ones we pick depends on your setup.
By platform
Google Ads
Conversion actions with the right value, Enhanced Conversions so Google can match a conversion to the click even without a cookie, and Consent Mode so Google can model what's missing.
Meta
The pixel and the Conversions API side by side, with the same event ID, so Meta doesn't count a purchase twice. With hashed customer data added, Meta recognises more conversions.
TikTok
The TikTok pixel and the Events API side by side, deduplicated the same way as Meta.
Snapchat
The Snap pixel and the Snapchat Conversions API, server-side from your own container.
The Pinterest tag and the Pinterest Conversions API, with the same events as your other platforms.
The Insight Tag and the LinkedIn Conversions API, including leads that only become customers later in your CRM.
Microsoft Ads
The UET tag with Enhanced Conversions and Consent Mode, and offline conversions for leads.
Affiliate
Affiliate networks get the sale with the right order ID and value, so they pay out on what was actually sold.
“We had been struggling for quite some time with the problem that conversions were not being attributed correctly in Google Analytics. We received perfect help in solving this problem. Special thanks to Freek!”
Dennis HobbenschotTeam Visma-Lease a Bike01 / 04
Frequently asked questions
How is this different from server-side tagging?
Conversion tracking is about what you send to the platforms. Server-side tagging is about the route: through your own server instead of from the browser. Most setups need both. The Meta Conversions API, for example, always runs through a server.
Meta counts more or fewer purchases than my shop. Is that right?
Some difference is normal, because Meta counts with its own attribution and window. Purchases that arrive twice or not at all aren't normal. We find out why.
Related cases
All cases
How to buy it
We work in three steps: first look at what's there, then build, then make sure it keeps working.
Audit
Your whole tracking setup reviewed.
Implementation
Your tracking set up properly, from website and app to server.
Monitoring
When something in your tracking breaks, we get an alert within the hour.
Want to know what this means for your situation?