Find out exactly what your conversion tracking is missing
We walk your funnel as a customer, complete real transactions, read what actually leaves the browser and the server, and reconcile every platform against your own order records. You get findings ranked by what they cost you — separated into genuine faults and things that were never broken — with the payload evidence behind each one so you can verify it yourself or hand it to another engineer.
Free30 minutesNo obligation
Tracking audit · what breaks
The reasons people book an audit
- 01
Four dashboards, four numbers, no agreement
And budget decisions stalling because nobody trusts any of them.
- 02
A gap between reported conversions and real orders
Suspected but never measured, so nobody knows whether it's worth acting on.
- 03
Tracking built by three different people over four years
Nobody knows what's live, what's duplicated, or what quietly stopped working.
- 04
A drop nobody can explain
Conversions fell on a date and the reason was never found.
Tracking audit · the fix
What you get out of it — Tracking audit
Your real gap, measured
Not a vendor's percentage — a reconciliation against your own orders, with the method stated so you can repeat it.
Every firing path named
Including the hardcoded ones no dashboard shows you.
Findings ranked by cost
A missing purchase value outranks a missing scroll event, however many of the latter there are.
A plan you can act on without us
Including which findings your own team can fix.
Tracking audit · architecture
Why the numbers were wrong before you got here — Tracking audit
Worth understanding before buying anything, because it decides which tier you need — and for some readers the answer is that you don't need us yet.
- 1
The browser is the weakest link, and it is getting weaker on purpose
Every browser-side tag has to survive the page loading, the visitor staying, the script running and the request leaving. All four are now contested. The order in your database is certain; the browser event reporting it is not.
- 2
Safari caps the cookie your attribution depends on
Intelligent Tracking Prevention limits JavaScript-set cookies to seven days whatever expiry you set, so a customer who takes longer than a week to decide returns as a stranger. A cookie your own server writes in an HTTP response is not capped — the single largest practical difference between browser-side and first-party server-side.
- 3
Ad blockers remove the tag with no error
A blocked pixel does not warn anyone. The customer buys, the order lands, and no platform hears about it. First-party events from your own subdomain are not a third-party request and are not filtered the same way.
- 4
Consent is enforced by hope, not by architecture
Client-side consent means trusting each vendor script to honour a flag. A server container decides at the container: a denied destination receives nothing. That is a materially stronger position, and it also stops the over-blocking that discards data no law required losing.
- 5
Checkout can end where your tag isn't
Wallets and hosted payment pages can be abandoned after the money moves. Sending the purchase from the order record means it arrives whether or not anyone came back.
Tracking audit · diagnose
How we scope the tracking audit
Before quoting. Each step narrows what the work actually is, so the price reflects your account rather than an average.
- 01
Establish the source of truth
Agree what counts as a conversion before measuring anything against it.
- 02
Reconcile a closed window
Quantify the gap before theorising about it.
- 03
Inventory every firing path
Including the ones nobody remembers installing.
- 04
Walk the funnel live
Real transaction, real device, requests captured at every step.
- 05
Read the payloads
Types, formats, identifiers, hashing — a tag that fires is not a tag that is correct.
- 06
Test consent from clean
Ordering and denial behaviour, per destination.
- 07
Review platform configuration
Conversion actions, windows, match quality, deduplication.
- 08
Rank by cost
So the plan is ordered by money, not by ease.
Tracking audit · prove
How the work gets proven — Tracking audit
A dashboard turning green proves a dashboard turned green. These are what we hand over instead.
Source of truth
Your backend order records, or CRM closed-won for lead generation
- The reconciliation window, method and matching key stated, so you can reproduce it yourself.
- Every finding backed by a captured request or the platform's own diagnostics screen.
- Faults separated from expected behaviour, so you are not sold a fix for something that was never broken.
- Anything we could not determine listed as undetermined rather than guessed.
- Reconciled over a fully closed window, matched on ID rather than on totals — totals hide equal and opposite errors.
- Payload evidence captured from real transactions, saved to your own records.
- The same reconciliation repeated 30 days later, because a setup that works once and drifts is the harder failure.
Tracking audit · free audit
What we check in the free audit
- Establish the source of truth
- Reconcile a closed window
- Inventory every firing path
- Walk the funnel live
- Read the payloads
- Test consent from clean
Checked against
Your backend order records, or CRM closed-won for lead generation
Free30 minutesNo obligation
Tracking audit · when not to buy
When you shouldn't buy this — Tracking audit
We would rather say it now than three weeks into an engagement.
- You reconciled against your backend in the last quarter and the gap was small. That is the audit's main output — you already have it.
- You know exactly what is broken and just need it fixed. Skip to the fix; we would rather do the work than bill you to confirm what you told us.
- Your spend is small enough that the audit fee is a meaningful share of a month's budget. Fix the obvious things yourself first.
- You are about to replatform. Audit after the migration — almost every finding will be invalidated by the move.
Tracking audit · what we deliver
What's included in the tracking audit
Reconciliation summary
Backend orders against each platform for one closed week, matched on order ID, with the direction and size of every gap.
Firing-path inventory
Container tags, theme-hardcoded scripts, platform apps, partner integrations and any legacy container still resolving.
Payload evidence
Real captured requests from real transactions, annotated, so every finding is checkable.
Consent findings
What fires before consent, and where region scoping is costing you data no law required.
Platform configuration review
Primary versus secondary actions, attribution windows, match quality, deduplication indicators.
Prioritised remediation plan
Ordered by cost of the problem, with effort noted and DIY items flagged.
Written guarantee
95%+ tracking accuracy
Measured against Your backend order records, or CRM closed-won for lead generation. Miss it and we keep working at no cost.
Pricing
Pick the package that fits your ad spend
Browser-side starter
$400One-time fee · lifetime ownership
The correct browser-side build, done properly and verified on a live transaction. Honest about its ceiling: it will not survive Safari's cookie cap, an ad blocker, or a checkout that ends somewhere your tag isn't. If you spend $1K+/month on paid media, start one tier up.
- Correct events, correct parameters, correct values
- Verified on a live transaction, not in preview
- Reconciled against your own order records
- Written handover you keep
1st-party server-side
Recommended$800One-time fee · most popular
The tier that changes the outcome rather than patching it. Your money events stop depending on the browser: they are sent from your order records through a first-party server container on your own subdomain, so iOS, ad blockers, consent banners and interrupted payment redirects can no longer take them away. Built in 2–4 days. You own the stack outright, with no monthly SaaS.
- First-party server container on your own subdomain
- Money events sent from your order records, not the browser
- Meta, Google, TikTok, Microsoft and LinkedIn all fed server-side
- Deduplicated on a shared event ID, verified at every destination
- First-party cookies beyond Safari's 7-day cap on JavaScript-set cookies
- 95%+ conversion accuracy and 8+ Meta EMQ, guaranteed in writing
Full 1st-party stack
$1,800One-time fee · lifetime ownership
Every paid-media channel server-side, plus the offline loop that connects closed revenue back to the click. For advertisers whose spend makes an attribution leak more expensive than the build.
- Everything in 1st-party server-side
- Pinterest, Snapchat, Reddit and LinkedIn CAPI
- CRM and offline conversion loop, so closed revenue reaches bidding
- Refunds and cancellations reversed at every destination
- Klaviyo identity stitching, BigQuery and Looker Studio
- Monitoring, so the next break surfaces in days rather than a quarter
FAQ
Tracking audit questions, answered
Three to five working days from access being granted. Longer if the funnel spans several domains or payment providers, because each path has to be walked separately.
Read access to your ad accounts and analytics, the tag manager, and enough of the store or CRM to pull an order export. We can work with less, and we'll tell you what becomes undeterminable if we do.
Sometimes not much, and that is a legitimate outcome. If your setup is sound you get a reconciliation you can defend and a short list. We say so rather than manufacture findings.
No. The plan flags which items your own team can handle, and the payload evidence means another engineer can act on it without us.
Free · 30 min
Find out what your tracking is actually missing
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