Know which conversions actually count
Conversion tracking configured across ad platforms and analytics so spend decisions are based on real outcomes.
Conversion tracking means configuring and verifying the conversion events that ad platforms and analytics tools count, so the numbers driving budget decisions actually reflect real, non-duplicated outcomes.
What is Conversion Tracking?
We record your real outcomes - purchases, leads, sign-ups, phone calls - across every ad platform and analytics tool you use, and reconcile those numbers against a single source of truth. That way your spend and bidding decisions are based on what actually happened, not on whatever each platform reports by default.
Every major ad platform has its own default attribution window and its own incentive to report a favourable number. Left unchecked, the same purchase can be counted by Google Ads, Meta, and GA4 simultaneously, inflating apparent performance while the real conversion count stays the same - and that directly skews automated bidding until spend has already been wasted.
It differs from marketing dashboards, which visualise numbers after they're captured, and from analytics setup broadly, which covers behavioural reporting beyond just conversion events.
Common problems we solve
Platforms count conversions differently
Each ad platform uses its own default attribution window and logic, so the same result gets reported differently everywhere.
Duplicate conversion counting
The same purchase or lead can fire and be counted more than once across platforms.
Offline conversions never make it back
Phone leads and in-person sales rarely reach the platform actually making the bidding decision.
Bidding optimises toward the wrong signal
Automated bidding trusts whatever conversion data it receives, duplicated or not, until the waste is already spent.
No CRM reconciliation
Platform-reported numbers are trusted as-is instead of being checked against actual CRM or order records.
Everything covered in this service
Cross-Platform Conversion Configuration
Consistent conversion definitions and attribution windows across Google Ads, Meta, and LinkedIn.
Offline Conversion Import
CRM-to-platform upload pipelines with match-rate optimisation and lag-time handling.
Value-Based Tracking
Real transaction or lead value passed through, not just a fired event.
Duplicate Prevention
De-duplication logic across GA4, CRM, and ad platforms, reconciled to a single source of truth.
CRM Reconciliation & Audit
Periodic audit of platform-reported conversions against CRM records, with drift investigated and corrected.
Our optimization framework
Inventory Conversions
We list every conversion currently being tracked and confirm where and how each one is defined.
Reconcile CRM
Platform-reported numbers are checked against actual CRM or order records to find drift.
Configure Cross-Platform
Conversion actions are rebuilt or corrected consistently across every platform in use.
Set Up Offline Import
Where offline conversions exist, an import pipeline is built back into the platforms making bidding decisions.
Audit Ongoing
Conversion accuracy is re-checked on a schedule, since platform changes can silently break tracking without warning.
What actually changes
| Before | After |
|---|---|
| Platform-reported numbers trusted as-is | Conversions verified against CRM or order records |
| The same conversion counted on multiple platforms | Duplicate conversions identified and removed |
| Offline sales never reach the bidding algorithm | Offline conversions imported back into ad platforms |
| No shared conversion definition across platforms | Consistent conversion definitions and attribution windows |
| Only fired events tracked | Real transaction or lead value passed through |
What we report on
Match rate
Tracked between platform-reported and CRM-recorded conversions.
Duplicate conversion rate
Measured across platforms to catch double-counting.
Offline conversion import coverage
Reported as the share of offline outcomes actually reaching ad platforms.
Tools & platforms
Industries we optimize for
Built for teams like yours
Why choose EASI7
We fix tracking before we touch results
Every engagement starts with the same audit we'd run on our own accounts, so the numbers you're optimizing against are actually true.
One accountable team, not siloed vendors
The same team that does this also owns the rest of your stack - no handoff, no blame-shifting between vendors.
Built for how AI search actually works
Everything we build is structured to be extractable by AI answer engines, not just ranked in a list of blue links.
Reporting tied to your own dashboard
Every number we report ties back to GA4/GTM events you can see directly - not a screenshot from a tool you can't independently verify.
The conversion count a platform shows by default is not designed to match your CRM - it is designed to look reasonable inside that platform's own dashboard. Those two things happen to align sometimes, but treating platform-reported numbers as ground truth without checking is one of the more expensive assumptions we see in paid media accounts.
Related Analytics & Tracking services
Get GA4 Data You Can Actually Trust and Act On
We build the events and dimensions that answer your real business questions, not just the GA4 defaults.
Google Tag ManagerOne place to manage every tag, cleanly
GTM implementation and container management so every tracking tag is documented, tested, and reliable.
Stop Cutting Channels That Were Actually Working
We model attribution around your real sales cycle, so upper-funnel channels get credit for the work they're actually doing.
UTM ManagementConsistent tagging is the whole point
UTM naming conventions and governance so campaign data stays clean and comparable over time.
One dashboard, not five exported spreadsheets
Looker Studio dashboards that answer specific business questions, refreshed automatically.
Get Reports That End in a Decision, Not a Wall of Numbers
Every report we send pairs the numbers with a clear, specific recommendation - not just data.
How to engage us for this
Project-based
A defined outcome with a start and end date - an audit, a migration, a campaign build, a tracking overhaul. Fixed scope, fixed price, agreed upfront.
Ongoing retainer
Continuous management and optimization once the initial build is live - campaigns, SEO, reporting, and iteration run every month under one accountable team.
Advisory
Strategy and oversight without full delivery - we review what's already running, unblock decisions, and point an in-house or existing team in the right direction.
Common questions
Google Ads, Meta, and LinkedIn are the most common, alongside GA4 and whatever CRM or call-tracking system holds the actual outcome data.
Yes, provided there is a system - a CRM, call-tracking tool, or point-of-sale platform - recording those outcomes somewhere. The import pipeline connects that system back to the ad platforms.
We compare conversion counts and timestamps across platforms and against the CRM record for the same outcome, which surfaces cases where more than one system is claiming credit for the same event.
Usually, yes - correcting duplicates and misconfigured events almost always changes the reported number, sometimes down as inflated duplicates are removed and sometimes up as previously missed offline conversions get added back in.
No - platforms update their own tracking and attribution logic on their own schedule, sometimes without notice, and that can reintroduce drift after everything was correctly configured. What we can guarantee is a process for catching it, through periodic re-audit rather than a one-time fix.
A quarterly check is reasonable for most accounts, though a fresh audit is worth doing sooner after any major platform update or tracking change.
Not sure your reported conversions match what actually happened?
We will reconcile your platform-reported conversions against your CRM before recommending any changes to spend.
Ready to get started?
We usually reply within 24 hours.
Conversion Tracking, in detail
Scope, area by area
| Area | What we deliver |
|---|---|
| Platform Configuration | Conversion actions configured and verified across every ad platform in use |
| Offline Import Pipeline | CRM or call-tracking data flowing back into ad platforms on a schedule |
| Audit Report | Platform-reported conversions reconciled against CRM records with discrepancies flagged |
How this compares
| Reconciled Conversion Tracking | Platform-Reported Numbers Alone |
|---|---|
| Conversions verified against CRM or order records | Numbers trusted as reported by each platform |
| Duplicate conversions across platforms are identified and removed | The same conversion is counted multiple times across channels |
| Offline conversions feed back into bidding decisions | Bidding algorithms never see offline outcomes at all |
No reconciliation process eliminates every discrepancy - the goal is a known, explainable gap instead of an invisible one.
What we measure this against
- Match rate between platform-reported and CRM-recorded conversions
- Duplicate conversion rate across platforms
- Offline conversion import coverage
Where this applies
- A business increasing ad spend wants confidence that the conversion numbers justifying that spend are real
- A B2B company with a long sales cycle needs closed deals fed back into ad platforms weeks after the initial click
- A business running ads across multiple platforms suspects the same conversion is being counted more than once