Wave → 6sense · Conversion tracking
Connecting Wave to 6sense
Wave is free accounting for very small businesses, which means the typical user is a sole trader whose marketing budget is small enough that the honest recommendation is often to spend nothing on tracking. 6sense works at the account level rather than the person level, which inverts the usual assumption: the thing you are trying to identify is a company, and the individual is almost incidental. The join between them succeeds or fails on one thing: whether the resolved account, not a person reaches the Wave invoice before the conversion happens, because 6sense can only match a conversion it can tie back to a click it recognizes.
✓ 30-minute call · No commitment · You leave with a written remediation plan even if we’re not the right fit.
Written guarantee
95%+ conversion accuracy on Wave → 6sense
Measured against your own order records at handover. Miss it and we keep working at no cost until it’s met.
Built on — and certified for — the platforms that matter
Stape
Pro Partner
Meta
Tech Provider
Tag Manager
TikTok
Events API
Microsoft
UET Partner
CAPI Partner
CAPI Partner
Built on the same partner stack used by enterprise DTC brands.
By the numbers
No fake testimonials.Just the math.
70+
Platforms supported
Shopify · Woo · Magento · BigCommerce · 65 more
8+ / 10
Meta EMQ guaranteed
in writing — keep working free until hit
2–4d
Build to live
accurate data flowing within 7 days
$0
Monthly fees, ever
one-time fixed price · you own the stack
400d
Cookie lifetime
max RFC 6265bis allows · 57× Safari ITP
9
Ad channels covered
Meta · Google · TikTok · MS · LI · Pin · Snap · Reddit · X
95%+
Tracking accuracy
verified vs Stripe · GA4 · ad-platform reports
30 min
Free founder call
no SDR · no pitch deck · written remediation plan
Every figure above is either a commitment we put in writing or a countable fact. What your own setup is losing is not on this list, because we haven’t measured it yet — that happens on the call, against your own order records.
Real clients · real videos · real outcomes
Don’t take our word for it. Watch the receipts.
Founders, marketers, and agency owners describing the before-and-after of their Wave → 6sense tracking rebuild — in their own words, on camera.
Why this join usually fails
The resolved account, not a person never reaches Wave
The single most common cause. Most work arrives by phone, referral or a marketplace, and the invoice is raised by hand afterwards.
Too few jobs for anything automated to learn from
Ten invoices a month cannot train a bidding strategy. Building a conversion pipeline for it produces a tidy diagram and changes no decision.
Counting people when the buyer is a committee
Four people from one company downloading four things is not four conversions. It is one account in an active evaluation, and reporting it as four inflates every lead metric while hiding the only fact that matters — that one specific company is in market.
Nothing reconciles afterwards
An upload that succeeds is not an upload that matched. 6sense shows the account timeline with contributing events. Check the account, not the contact, and confirm the event resolved to the right company rather than to an ISP.
Architecture
How Wave and 6sense actually connect
Two systems that know nothing about each other. Everything below exists to give them one shared reference.
Step 1
Wave holds the truth
At this size a single job can be a meaningful share of the month, so averages mislead and individual records matter more than rates.
Step 2
6sense needs a click to match
6sense needs the account identity — domain, or a resolved company — plus the event and its context. A conversion with only a personal email and no company context cannot be placed on an account.
Step 3
The identifier is the bridge
The resolved account, not a person, captured at the visit and carried into the Wave invoice. Without it there is nothing to join on and no tool fixes that.
Step 4
The event source decides reliability
Send paid invoices at the amount received.
Step 5
Deduplication at the destination
Deduplication is at the account level. Several people from one company converting is one account showing strong intent, not several conversions, and treating it as several is the fastest way to misread a single deal as a pipeline.
Diagnose it honestly
Working vs. broken, side by side
Both states look identical from the 6sense dashboard, which is why this runs for months before anyone notices.
Normal — not a fault
The resolved account, not a person present on the invoice
Visible on the record itself in Wave, not merely captured somewhere on the site.
Sent from the Wave invoice payment
Server-side, so it does not depend on the customer's browser still being there.
Deduplicated correctly
Deduplication is at the account level. Several people from one company converting is one account showing strong intent, not several conversions, and treating it as several is the fastest way to misread a single deal as a pipeline.
Reconciles with the source
6sense's count and Wave's records agree within a few percent over a closed window.
Actually broken
The resolved account, not a person missing on most records
Most work arrives by phone, referral or a marketplace, and the invoice is raised by hand afterwards.
Sent from the browser
Anyone who closes the tab, blocks the script or converts without a page load is invisible. Ten invoices a month cannot train a bidding strategy. Building a conversion pipeline for it produces a tidy diagram and changes no decision.
Counted twice, or not at all
Four people from one company downloading four things is not four conversions. It is one account in an active evaluation, and reporting it as four inflates every lead metric while hiding the only fact that matters — that one specific company is in market.
Nobody has reconciled it
The dashboard shows a number and no one has compared it to Wave. A wrong number that nobody checks is indistinguishable from a right one.
Diagnostic sequence
Diagnostic order
Each step rules out a class of cause. Run them in order and the last one usually has a single explanation standing.
- 1
Count invoices carrying the resolved account, not a person
The ceiling on everything else. Do this before debugging anything downstream.
- 2
Follow one real conversion end to end
From the ad click through Wave and into 6sense.
- 3
Count paid invoices per month from paid sources
Under about thirty, the answer is manual source tagging and manual bidding, and saying so is the useful advice.
- 4
Compare lead count against distinct accounts for a month
The ratio tells you how badly person-level counting is distorting your view of the pipeline.
- 5
Read the match rate, not the success message
6sense shows the account timeline with contributing events. Check the account, not the contact, and confirm the event resolved to the right company rather than to an ISP.
Source-of-truth validation
How it gets proven
Against Wave's own records, not against either platform's dashboard.
- The resolved account, not a person confirmed present on a live invoice.
- A real conversion followed from click through Wave to 6sense.
- Events confirmed on the correct account timeline, with lead-to-account ratios stated so person-level inflation is visible.
- Paid invoices reconciled by tagged source over a full quarter, since a month is too small a sample.
- Reconciled over a fully closed window, matched per record rather than on totals.
- Re-checked 30 days later.
Straight talk
When you don't need this
Worth reading before paying anyone, including us.
- If 6sense already reports conversions that reconcile against Wave's records within a few percent, this join is working and there is nothing to buy.
- Measure identifier coverage yourself first — pull your last hundred invoices and count how many carry the resolved account, not a person. Ten minutes, free, and it tells you whether any of this is worth doing.
- This is the common case. Most Wave users should tag sources by hand, read the list monthly, and skip the integration entirely.
- If you sell to individuals rather than to organizations, account-level resolution has nothing to resolve and this is the wrong shape of tool.
Who this is for
Honest about who we’re a fit for.
We don’t take every project. Here’s how to tell if we’re right for you.
You’re a great fit if…
- You run Wave → 6sense (or are migrating to it)
- You spend $5K+/month on paid ads (Meta, Google, TikTok, Microsoft, LinkedIn)
- Your reported ROAS doesn’t match what your bank account is saying
- You want to own your tracking stack — no monthly SaaS fees forever
- You have 2–4 days to do this once and never think about it again
Skip us if…
- You spend less than $500/month on paid ads (browser pixel is fine)
- You want a SaaS dashboard with monthly fees forever (Triple Whale, Hyros)
- You need attribution modeling — we fix the data foundation, not multi-touch reports
- You want a 6-month enterprise consulting engagement (we ship in 4 days)
- You expect us to manage your ad accounts (we don’t — that’s a different service)
If you’re still unsure,book the call anyway— we’ll tell you straight whether we can help.
What working looks like
The resolved account, not a person on every invoice
Server-sideCaptured before the conversion and stored where it survives.
Conversions arriving in 6sense
8+ EMQThe event joins the account's intent profile and contributes to its predicted buying stage.
Reconciled against the source
DedupedWave's own records are the reference, not either dashboard.
What gets built
Identifier capture into Wave
Tag the source on the client when the job is created. At this volume manual tagging is more reliable than any pipeline.
Event source: the Wave invoice payment
Send paid invoices at the amount received.
Dispatch to 6sense
Server-side event push with the account identifier and event context, from your CRM or product.
Reversals where they exist
Refunds and written-off invoices reverse.
Pick the package that fits your ad spend
Fixed-fee, no surprises. If your ad spend is meaningful,server-side tracking is what we recommend— it’s the only setup that survives iOS, Safari ITP and ad blockers.
Browser-side starter
Wires the join and verifies it on a live conversion. Honest about its ceiling where the source can only be read from the browser.
- The join built and tested end to end
- Verified on a real conversion
- Reconciled against the source's own records
- Written handover
1st-party server-side
Save $18K–$120K over 5 years vs Triple Whale / Hyros
The join built server-side from the source's own records, so it does not depend on a browser being present when the conversion happens.
- Events sourced from the system of record, not the browser
- Identifier captured and persisted end to end
- Deduplicated at the destination
- Reversals wired where the source supports them
- 95%+ accuracy guaranteed in writing
Full 1st-party stack
Every destination fed from one place, plus monitoring so a broken join surfaces in days rather than at quarter end.
- Everything in 1st-party server-side
- All paid destinations from one container
- CRM and offline loop
- Refunds and cancellations reversed everywhere
- Monitoring per destination
Not sure which tier fits?Book a 30-min scoping call— we’ll tell you straight, no upsell pressure.
How it works
Built in 2–4 days. Accurate data within 7.
We deliver the entire 1st-party server-side stack in 2–4 business days. You start collecting accurate, deduped conversion data the moment it goes live — and within 7 days every signal is flowing cleanly to Meta, Google, TikTok and the rest.
Kickoff + audit
30-min call. We map your current pixels, GTM, dataLayer, consent setup, and ad-platform integrations. You get a written report of every leak.
Build the stack
Server-side GTM container deployed on your subdomain. Meta CAPI · Google EC · TikTok Events API · Microsoft UET wired. Identity match + dedup configured.
QA + go-live
Live-fire test purchases across every funnel step. Meta EMQ verified at 8+. Tag Assistant + Pixel Helper passes. Side-by-side report delivered.
Verify accuracy
Your data flows clean. Within 7 days every signal — Meta, Google, TikTok, Microsoft — is fully accurate. Notion runbook + Loom walkthrough handoff.
Got questions?
The honestanswers.
No buzzwords, no upsell. If we don’t know, we say so.
01Why aren't my Wave conversions showing in 6sense?
Almost always because the resolved account, not a person never reached the Wave invoice. Most work arrives by phone, referral or a marketplace, and the invoice is raised by hand afterwards. Measure coverage before debugging the dispatch.
02What identifier does 6sense need?
6sense resolves traffic to companies through IP and identity graph data, then models buying stage from behaviour across the account. There is no click identifier and no individual to match. A conversion sent here is evidence about an organization, and sending it person-by-person misses the point of the product entirely.
03Where should the event come from?
The Wave invoice payment. Send paid invoices at the amount received.
04How do I know it worked?
6sense shows the account timeline with contributing events. Check the account, not the contact, and confirm the event resolved to the right company rather than to an ISP.
Still have questions?Book a 30-min call— bring them all.
The call
What happens on your free 30-min call
No pitch deck, no SDR, no upsell pressure. Founder-led. Bring your ad-platform screens and yourWave → 6sense setup — we’ll work through it together.
Min 1–5
We get the lay of your store
What you sell, what you spend on ads, who handles dev. Quick context-gathering — no questionnaire upfront.
Min 5–15
We audit your tracking live
Screen-share. We open your Meta Events Manager, GTM, and ad reports. You see exactly which conversions are leaking.
Min 15–25
We map a fix
What needs rebuilding, what stays. The exact Wave → 6sense setup we'd ship and what it would recover for you.
Min 25–30
Decide. Or don’t.
If we're a fit, we send a 1-page proposal in writing. If not, you walk away with a free remediation plan you can hand to anyone.
Get Wave and 6sense joined properly
Book a free 30-minute call. We measure your identifier coverage live on your own account, and you leave with a written plan — including the option that you don't need us.
Free · 30-min consultation · No commitment · Replies in under 2 hours · Available worldwide via WhatsApp
95% tracking accuracy guarantee
Free 30-min consultation · from $400 · 1st-party server-side
95% guarantee · from $400
