384 pages

How to track a funnel, end to end

Thirty-two funnels across twelve ad platforms. The funnel sets the event sequence and the source of truth; the platform sets the click identifier, the import mechanism and the deduplication rule. Both genuinely change the work, which is why these are written per combination rather than once with the platform name swapped.

Pick the funnel that matches how you actually sell, then the platform you spend the most on. Start with the identifier coverage check — it's the ceiling on everything else.