Measure what matters, not what is easy to count
Privacy changes have broken default analytics. Last-click attribution under-credits the channels driving real growth and over-credits the channels closest to checkout. We build server-side tracking, triangulated attribution, and revenue dashboards so every dollar of paid media is tied to business outcomes you can trust, not vanity metrics from a platform UI.
What we deliver
Server-side tracking and Conversions API
Browser-based pixels lose 15 to 30 percent of conversions to iOS privacy, ad blockers, and Safari ITP. We implement server-side tracking via Meta Conversions API, LinkedIn Conversions API, TikTok Events API, and Google Enhanced Conversions on every account. Event deduplication, enhanced match data, and proper UTM frameworks are configured so the platforms have clean signal to optimise against. Server-side tracking is a baseline, not a premium feature. It restores attribution, improves algorithmic performance, and future-proofs measurement against further privacy changes.
Multi-touch attribution modelling
Multi-touch attribution assigns fractional credit to each marketing touchpoint a customer encountered, instead of crediting only the last click. We build MTA models using GA4 data-driven attribution, custom CRM-based modelling, and cross-platform data joins. MTA has limits (it depends on user-level tracking and misses offline impact) so we never use it as the only input. Used alongside platform-reported data, MMM, and incrementality testing, it gives a more honest picture of channel contribution, particularly for understanding mid-funnel and assist value.
Marketing mix modelling and incrementality
For clients spending $50,000+ per month across multiple channels, marketing mix modelling estimates the true revenue contribution of each channel using historical spend and outcome data. MMM does not rely on user-level tracking, which makes it durable against privacy changes. We also run incrementality tests (geo-split tests, holdout audiences) for clients spending $15,000+ per channel to measure the causal impact of campaigns. These methods are the gold standard for measuring channels that attribution chronically under-credits (TikTok, YouTube, brand) or over-credits (branded search, retargeting).
GA4 and dashboard development
GA4 has different defaults to Universal Analytics, and most accounts we audit are misconfigured. We rebuild GA4 properly: enhanced measurement, conversion events, custom dimensions, server-side tagging via Google Tag Manager, and proper cross-domain tracking. Then we build live dashboards (Looker Studio, Power BI, or in your existing BI tool) that surface the metrics that matter for your business. Daily spend, conversions, CPA, ROAS, pipeline value, and revenue contribution are visible in one place, with the platform-level data sitting underneath as context.
Business-impact metrics, not vanity
Impressions, click-through rate, and engagement rate are inputs, not outcomes. We report on cost-per-acquisition, return on ad spend, pipeline value, marketing-influenced revenue, and customer lifetime value, because those are the metrics that move the business. Vanity metrics still get tracked (they help diagnose creative and audience health) but they sit underneath the business outcomes, not above them. Every monthly report opens with the revenue and CPA story, not the impression count.
Cross-channel data integration
Most measurement problems are not measurement problems, they are data problems. The Meta data lives in Meta, the LinkedIn data lives in LinkedIn, the CRM data lives in HubSpot or Salesforce, and the e-commerce data lives in Shopify. We integrate the data sources via warehouse pipelines, API connectors, or platform-native integrations so reporting is unified rather than stitched together in spreadsheets. This is the foundation that makes everything else (MTA, MMM, dashboards, optimisation decisions) possible. Without integrated data, attribution is theatre.
How we work
Measurement audit
We audit your existing tracking, GA4 setup, CRM integration, and reporting. You get a documented gap analysis showing which conversion events are missing, which integrations are broken, and what data sources need to be unified before any attribution work can be trusted. Most accounts have at least 5 critical gaps in their first audit.
Server-side tracking build
We implement Meta Conversions API, LinkedIn Conversions API, TikTok Events API, and Google Enhanced Conversions, with event deduplication, enhanced match data, and UTM frameworks. GA4 is rebuilt or repaired. Server-side tagging via Google Tag Manager is configured. Tracking is QA'd against real conversion events before sign-off.
Attribution and reporting layer
We build the multi-touch attribution model, integrate the data sources via your warehouse or BI tool, and develop live dashboards that show daily spend, CPA, ROAS, and revenue contribution per channel. For larger budgets, we set up incrementality testing or partner with MMM specialists. Reporting cadence and stakeholder views are defined.
Continuous validation and tuning
Measurement is not a one-off setup. We monitor data quality monthly, run periodic incrementality tests to validate attribution assumptions, and refine the dashboards as the business evolves. New channels and campaign types get integrated into the measurement stack as they launch. Trust in the numbers compounds over time, and so does the quality of the optimisation decisions made on top of them.
Related social advertising services
Other disciplines in our paid social programme. Together they cover strategy, execution, and measurement across every major platform.
Frequently asked questions
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