Old clients from your Grade.us review page may be showing up as new leads in Google Ads and Meta.
Grade.us is the white-label review platform marketing agencies run for their clients, and whether you're a law firm, an insurance agency or a CPA practice, it can host your review page on your own subdomain, like reviews.yourfirm.com. If your site's tag container runs there, an unhappy client typing into the Direct Feedback box looks like a fresh inquiry to Google Ads and Meta. Fixed means review traffic stays out of your lead counts, and the record that adds each client to Grade.us also tells your ads which clicks became paying clients.
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Grade.us · what breaks
What goes wrong with Grade.us
- 01
Complaints from old clients are showing up as new leads
Grade.us's Negative Reviews page offers a Direct Feedback form before the review links. If your container's form-submit trigger fires there, a divorce client venting about a bill becomes a Google Ads conversion, and Smart Bidding hunts for more people like them.
- 02
You're paying to advertise to people who already hired you
Every invite sends recent clients to your review page, and the Landing Page Widget and Review Us button can sit on your own site too. If your Pixel or Google tag loads there, closed clients fill the website audiences your retargeting and lookalikes come from.
- 03
Your best proof of which ads made money only sends review requests
Whatever adds a client to your Grade.us recipient list, whether it's QuickBooks Online, Salesforce, HubSpot, a Google Sheet row or a Zap, marks the moment a lead became a client. Right now that moment only triggers a review request. Google Ads and Meta never hear about it, so they keep chasing any form fill.
- 04
Nobody knows whose tags run on the review page
Whoever holds the Grade.us account, often your agency, sets up the review page, and its profile record carries its own Tag Manager container field and custom head code. Change agencies and an old container left in that field can keep firing on your review page into an ad account you no longer control.
Grade.us · the fix
What changes — Grade.us
Review traffic stops posing as acquisition
Review page visits and Direct Feedback are excluded from every lead conversion and prospecting audience, so cost per lead reflects real new inquiries.
One trigger, two jobs
The paying-client record that adds someone to Grade.us also goes to Google Ads as an offline conversion and to Meta's Conversions API, matched to the ad click captured at the original inquiry.
A review page you can audit
A written list of what runs on your Grade.us page, who owns each tag and which ad accounts receive data.
Grade.us · architecture
What Grade.us actually lets you hook into
Grade.us is built for agencies. These hooks come from its help center, integrations page and API docs; anything else, we test on your account.
- 1
Review funnel on your domain
Landing, Positive, Negative and Direct Feedback pages, hosted on a custom domain via nameservers or on a subdomain via a CNAME to proxy.reviewmgr.net.
- 2
Tag Manager and custom head fields
The profile record in Grade.us's v4 API includes a Google Tag Manager container ID and custom head code. We check what's set and who set it.
- 3
Recipient triggers
Google Sheets, Constant Contact, Mailchimp, Salesforce, HubSpot and QuickBooks Online can start email and text campaigns. Zapier's one action, Create Mail Recipient, needs an Agency or Enterprise plan.
- 4
API v4
Endpoints for profiles, review links, reviews and recipients, including bulk enqueueing, on Agency and Partner plans only. Its one documented webhook delivers location-listing candidates, not review or recipient events.
- 5
No ad platform connection
The integrations page lists no Google Ads, GA4, Meta Pixel, Conversions API or offline conversion feature.
Grade.us · diagnose
Where Grade.us tracking breaks, in diagnostic order
Start on the review page itself, because the costliest fault here is past clients counted as prospects rather than real leads going missing.
- 01
List every tag on the review page
Open a real invite link and check the GTM container, custom head code and any Pixel.
- 02
Submit a test Direct Feedback form
Then look for a conversion in Google Ads, Meta Events Manager and GA4.
- 03
Check your audiences
Confirm whether review page visitors are joining Meta website audiences or Google remarketing lists.
- 04
Find the recipient source
QuickBooks, CRM, Sheet, Zap or manual upload, and whether it can carry a click ID.
- 05
Compare new clients with reported conversions
A closed month, client by client, against each ad platform.
Grade.us · prove
The QA evidence — Grade.us
Run on a live Grade.us invite to a test recipient, on the same domain your clients see, not the dashboard preview.
Source of truth
Grade.us recipient lists and the QuickBooks Online, HubSpot or Salesforce records that create them, by date and client
- One test invite opened, rated low and rated high, with zero lead conversions at Google Ads, Meta or GA4.
- A Direct Feedback test submission confirmed absent from every conversion and audience.
- One test inquiry from an ad-tagged URL carried through to a paying-client record with its click ID intact.
- That paying client received once by Google Ads and once by Meta, deduplicated on one shared ID (the order ID at Google Ads, the event ID at Meta).
- Paying clients for a closed month matched record by record against both platforms.
- Repeated 30 days later and after any change to the Grade.us Funnel, Defaults or domain settings.
Grade.us · free audit
What we check in the free audit
- List every tag on the review page
- Submit a test Direct Feedback form
- Check your audiences
- Find the recipient source
- Compare new clients with reported conversions
Checked against
Grade.us recipient lists and the QuickBooks Online, HubSpot or Salesforce records that create them, by date and client
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Grade.us · when not to buy
When you don't need this on Grade.us
Grade.us is often harmless to your ad data, and we'll say so when it is.
- If you don't run Google Ads or Meta Ads, review traffic can't distort anything worth fixing.
- If the review page runs no tags from your site and your paying clients already reach Google Ads as offline conversions, leave it alone.
- If nearly all new matters come from referrals and directories, fix intake source tracking first.
- If the only fault is your site's container pasted into the Grade.us head field, your agency can remove it in minutes, and we'll tell you to ask them.
Grade.us · what we deliver
The event map around Grade.us
New inquiry on your website
The form or call that starts a case or quote, captured with the ad click ID where it happens, since Grade.us never sees it.
Qualified consultation
Marked in HubSpot or Salesforce when intake confirms a real matter, then sent to both ad platforms.
Became a paying client
The QuickBooks Online, CRM or Sheet record that also adds the client to Grade.us. This is the conversion bidding optimizes on.
Review invite opened
Left in Grade.us's own campaign reporting, which shows opens and clicks per recipient, and kept out of acquisition conversions and audiences.
Direct Feedback submitted
Routed to whoever handles service recovery. Never counted as a lead anywhere.
Prospect Report requested (agencies only)
If your agency site embeds Grade.us's Prospect Report widget, it gets its own lead event, confirmed on a test report first.
FAQ
Grade.us questions, answered
Not for conversions. Its integrations cover CRMs, email tools, QuickBooks Online, Google Sheets, Google Business Profile, Facebook and Zapier, all for sending review requests, monitoring reviews or sharing them.
Yes, when your site's tags also run on the Grade.us review page. A form-submit trigger can count Direct Feedback as a lead, and a site-wide Pixel can add past clients to your ad audiences.
The profile record in Grade.us's API includes a Tag Manager container ID field and a custom head field, so a container can be attached there. We confirm on your account what actually loads. If you use it, give that page its own container with no lead triggers.
Only loosely. Recipient tags follow a client through opens and clicks, but Grade.us can't tag reviews automatically once the client moves on to Google or Facebook. Judge ads on paying clients, not reviews.
Usually, yes. Most of the work happens on your website, CRM or QuickBooks and your ad accounts. For the review page, we send your agency a short list of exactly what to remove.
No. Campaigns, the rating step and the review site links stay as they are. We only change which tags run on the page and where your paying-client data goes.
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