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Paid mediaSearchTrackingData & AI

Every click, accounted for.

Paid media, search and tracking, built so every dollar you spend traces back to a real customer, and every budget decision rests on numbers you can prove.

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Platforms and tools we work in

  • Google Ads
  • Meta
  • TikTok
  • LinkedIn
  • Reddit
  • The Trade Desk
  • GA4
  • Google Tag Manager
  • Conversions API
  • Server-side GTM
  • BigQuery
  • Looker Studio
  • Search Console
  • AI answers
  • ROLLER
  • BookingZone
  • CenterEdge
  • Shopify
  • HubSpot
  • GoHighLevel

Why the data matters

Your ad platforms are only as smart as what you tell them.

Google and Meta spend your budget by learning from the conversions you send back. Send a double count, a missing sale or a form view dressed up as a lead, and they learn exactly that, very efficiently.

Bad data does not sit quietly in a report. It spends money.

  1. 01

    Every platform claims the same sale.

    Google, Meta and TikTok each report the conversion. Added together they sold more than the business did, and nobody can say which number to believe.

  2. 02

    The algorithm is chasing the wrong thing.

    A purchase that fires twice. A thank-you page that counts every reload. A lead form nobody qualifies. Smart bidding optimizes toward whatever arrives, so the budget follows the mistake.

  3. 03

    The channel that works looks like waste.

    Checkout on another domain, a booking confirmed in a pop-up, a renewal months later. The sale lands as direct or disappears, and the campaign that earned it gets cut.

  4. 04

    Every meeting starts with reconciling spreadsheets.

    The team rebuilds the same numbers before each decision and still cannot answer the one question that matters: what did we get for that spend?

What a bad signal does

  1. Broken signal

  2. The platform learns the wrong lesson

  3. Budget follows the mistake

  4. Growth stalls and nobody knows why

What a clean signal does

  1. Clean signal

  2. Bidding learns what a real customer looks like

  3. Budget moves to what works

  4. Growth you can prove

The numbers behind it

Average yearly cost of poor data quality to an organization.
$12.9M
Gartner, 2020
Of every media dollar wasted because of poor data quality, by marketers’ own estimate.
21¢
Forrester Consulting, 2019
Of marketing decisions that marketing analytics actually influence.
53%
Gartner, 2022
Of Google visits with an AI summary ended in a click on a result, against 15% without one.
8%
Pew Research Center, 2025

Run your own number

What could bad data be costing you?

Illustrative only. This applies an industry-average estimate to your spend. It is not a measurement of your account; the diagnostic is where that starts.

Source: Forrester Consulting, 2019
$25,000
$1,000$250,000+
At 21¢ of every dollar, per month
$5,250
Per year
$63,000
Find your real number

No charge to take the diagnostic

Where it breaks

Somewhere between the click and the sale, the credit goes missing.

A checkout on another domain. A confirmation with no URL. A value scraped off the page. The ad platform keeps bidding on whatever arrives, so the budget follows the broken number.

Where it dies

The click stops at a boundary it cannot cross, the sale completes on the far side of it, and unless campaign identity was carried across on purpose, the system on the far side is what gets the credit.

The fix

Four moves. One record.

Search finds the buyer. Paid media buys the click. Tracking proves what the click became. The data puts it to work. Hire one move or all four; they are built to the same standard either way.

  1. Get found

    SEO & AI search

    The right page for the question your best buyer asks, built so search engines and answer engines can both trust it.

    • SEO & AEO

  2. Buy the right click

    Paid media

    Google Ads, Meta, TikTok Ads, LinkedIn Ads, Reddit Ads and The Trade Desk, managed against conversions that were tested before they ever steered a bid.

    • Paid media management
    • TikTok Ads
    • LinkedIn Ads
    • Reddit Ads
    • The Trade Desk

  3. Prove it happened

    Tracking & measurement

    Every conversion defined once, sent once, and tested at every destination, through the checkout, the booking engine, and the CRM in between.

    • Tracking audit
    • Google Analytics 4
    • Google Tag Manager
    • Google Ads
    • Meta tracking
    • +2 more

  4. Put it to work

    Data, AI & automation

    A client-owned warehouse, dashboards people actually open, and LLMs and AI tools that answer from verified data and say so when they cannot.

    • BigQuery
    • Marketing dashboards
    • AI-ready reporting

Why it compounds

Better data. Better decisions. More revenue.

Bidding reads your conversions. Your team reads the reports. Both decide where the next dollar goes. Fix what they read and the money follows.

  1. 01 · Better data

    Defined once. Sent once.

    Every purchase, lead and booking is defined in writing, captured once and tested at every destination, with the value and transaction ID intact.

  2. 02 · Better decisions

    Numbers the room trusts.

    Smart bidding learns from real customers instead of duplicates, and budget moves on figures the whole team believes instead of the loudest dashboard.

  3. 03 · More revenue

    Spend that compounds.

    Money stops funding the channel that looked good and flows to the one that actually sold. Same budget, pointed at what works.

How it works

Define it. Build it. Prove it. Use it.

  1. 01

    Define the job

    Agree what a buyer needs to find or what customer action the business needs to understand. The question has a business reason before it has a page or a tag.

  2. 02

    Build the path

    Give the intent one canonical owner, then connect the source-backed page, customer action, data layer, analytics, and approved destinations around that definition.

  3. 03

    Prove it under real conditions

    Read the live route as a person, a crawler, and a measurement system. Inspect sources, links, structured data, delivery paths, duplicate behavior, consent state, and destination reports.

  4. 04

    Put it to use

    Measure organic search, AI answers, onsite behavior, and business outcomes as separate evidence. Hand over the definitions, test record, and operating notes in client-owned systems.

From the field

Under the hood.

Real engagements, anonymized. Each one looked fine in the ad platform until somebody traced the purchase end to end.

  1. Embedded checkout

    Note 01

    Checkout ran inside an iframe on a separate store host. The platform fired its own pixel and Conversions API on hosts the venue did not own, and no client container could see the purchase.

    We captured the live cart event shape and built the purchase architecture around the boundary instead of pretending it was not there.

    ROLLER tracking

  2. Automated verification

    Note 02

    Twice in two weeks, a headless check reported a working Meta pixel and tag loader as missing. A real browser proved both were firing.

    The verification method on that platform changed. A green or red badge from a bot is no longer treated as evidence.

    BookingZone tracking

  3. Modal confirmation

    Note 03

    The booking confirmed in a modal with no URL change, so the pageview conversion never fired, and tracking was fenced to one hostname while bookings finished on another.

    The conversion was rebuilt on the event the platform actually emits, across both hostnames.

    Leap360 tracking

  4. Order value

    Note 04

    Revenue was scraped off the page with a CSS selector, two ad platforms received two different fixed values for the same order, and no transaction ID existed anywhere.

    The structural fix: value and transaction ID read from the data layer, once, so every destination receives the same figure.

    CenterEdge tracking

Who it is for

Operators and agencies who would rather be right than look good.

Agencies keep the client relationship. Operators keep the account ownership. In either arrangement, definitions, configuration and test evidence stay with the people responsible for the work.

A fit

  • You need clean data before making a budget, reporting, or operating decision
  • You run marketing in-house and need the systems to agree before moving budget
  • You run an agency and need a behind-the-scenes measurement partner
  • You sell a high-ticket service and every qualified lead is worth real money
  • A new checkout, CRM or booking flow changed the path and tracking was never re-tested
  • You have useful expertise but the right buyers are not finding the right page

Not a fit

  • You want ad spend managed without anyone checking whether the conversions are real
  • Access to the site or relevant accounts cannot be arranged
  • You want the numbers to look better rather than to be right
  • You want a pile of AI-written pages or a ranking guarantee

Industries

Same method. Different boundary.

Every industry

Start with the diagnostic

Find out what to fix first.

Map what is breaking, the systems involved, the outcome you need, and whether a pilot is ready. You will see a practical route and first artifact before deciding whether to send the context.

Find my starting point

No charge to take the diagnostic · A specific reply within two business days