Most businesses don't until something breaks. But common signs of tracking issues include sudden spikes/drops in traffic, conversions not matching your true data source and all your traffic being lumped into 'direct' in GA4. The safest way to figure it out is with a tracking audit. We do those by the way.
TRACKING AND ATTRIBUTION
TRACKING AND ATTRIBUTION
Because accuracy matters. 🤓
TRACKING AND ATTRIBUTION
Because accuracy matters. 🤓
TRACKING AND ATTRIBUTION
Because accuracy matters. 🤓
You can't make good marketing decisions with inaccurate data.
Tracking has changed more in the last couple of years than the decade before it, with privacy legislation, consent requirements and iOS updates all changing the picture.
Our first step on any paid media advertising project is to make sure your tracking is sound, so that we can prove a return (monetary or otherwise).
You can't make good marketing decisions with inaccurate data.
Tracking has changed more in the last couple of years than the decade before it, with privacy legislation, consent requirements and iOS updates all changing the picture.
Our first step on any paid media advertising project is to make sure your tracking is sound, so that we can prove a return (monetary or otherwise).
You can't make good marketing decisions with inaccurate data.
Tracking has changed more in the last couple of years than the decade before it, with privacy legislation, consent requirements and iOS updates all changing the picture.
Our first step on any paid media advertising project is to make sure your tracking is sound, so that we can prove a return (monetary or otherwise).
WHAT WE DO
Meta pixel setup and configuration
Conversions API (CAPI)
Server side tracking via Stape
Google Analytics (GA4) event setup
Google Tag Manager setup, configuration and troubleshooting
Cross-domain tracking configuration
Reporting dashboard setup
Tracking audits and consultancy
WHAT WE DO
Meta pixel setup and configuration
Conversions API (CAPI)
Server side tracking via Stape
Google Analytics (GA4) event setup
Google Tag Manager setup, configuration and troubleshooting
Cross-domain tracking configuration
Reporting dashboard setup
Tracking audits and consultancy
WHAT WE DO
Meta pixel setup and configuration
Conversions API (CAPI)
Server side tracking via Stape
Google Analytics (GA4) event setup
Google Tag Manager setup, configuration and troubleshooting
Cross-domain tracking configuration
Reporting dashboard setup
Tracking audits and consultancy
IT MAY NOT BE SEXY
BUT IT'S IMPORTANT
With the volume of changes in recent years (iOS 17, GDPR, third party cookies), it's been difficult to keep your analytics setup up to date.
The result is that we see a lot of brands who are over or under reporting their performance without even knowing about it.
Campaigns that look unprofitable are being paused by finance departments. Campaigns that look great are getting more budget than they really should. And decisions are being made on data that doesn't reflect the truth.
Proper tracking fixes this.
IT MAY NOT BE SEXY
BUT IT'S IMPORTANT
With the volume of changes in recent years (iOS 17, GDPR, third party cookies), it's been difficult to keep your analytics setup up to date.
The result is that we see a lot of brands who are over or under reporting their performance without even knowing about it.
Campaigns that look unprofitable are being paused by finance departments. Campaigns that look great are getting more budget than they really should. And decisions are being made on data that doesn't reflect the truth.
Proper tracking fixes this.
IT MAY NOT BE SEXY
BUT IT'S IMPORTANT
With the volume of changes in recent years (iOS 17, GDPR, third party cookies), it's been difficult to keep your analytics setup up to date.
The result is that we see a lot of brands who are over or under reporting their performance without even knowing about it.
Campaigns that look unprofitable are being paused by finance departments. Campaigns that look great are getting more budget than they really should. And decisions are being made on data that doesn't reflect the truth.
Proper tracking fixes this.
FREQUENTLY ASKED QUESTIONS
Universal Analytics (UA) was the previous version of Google Analytics, retired in 2023. GA4 is its replacement, with a fundamentally different data model based on events rather than sessions and page views. It takes a while to get used to but it's worth putting the hours in.
Server-side tracking means your tracking data is sent from a web server rather than the user's browser. This bypasses ad blockers and is less affected by iOS privacy changes, so it gives more accurate conversion data to ad platforms.If you're investing time and money into paid media advertising, we'd definitely recommend it, and tools like Stape have made it easier than ever to implement.
By default, a user's consent is off. Users have to actively accept cookies in order for your tracking to fire.
The Meta Pixel is a piece of code on your website that tracks user behaviour and sends it back to Meta for ad targeting and measurement. The Conversions API (CAPI) is a server-side version that works alongside it - filling the gaps the Pixel misses due to browser restrictions. Running both gives you significantly better data.
UTM parameters are added to your URLs to help your analytics platforms tell where your traffic came from. They're important to use so that you can see which campaigns and platforms have been most effective and why.
Yep. We'll review your GA4, Tag Manager, ad platform pixels, consent mode and attribution setup, and give you a clear breakdown of what's working, what's broken, and what to prioritise. Then the fun stuff can begin.
FREQUENTLY ASKED QUESTIONS
Most businesses don't until something breaks. But common signs of tracking issues include sudden spikes/drops in traffic, conversions not matching your true data source and all your traffic being lumped into 'direct' in GA4. The safest way to figure it out is with a tracking audit. We do those by the way.
Universal Analytics (UA) was the previous version of Google Analytics, retired in 2023. GA4 is its replacement, with a fundamentally different data model based on events rather than sessions and page views. It takes a while to get used to but it's worth putting the hours in.
Server-side tracking means your tracking data is sent from a web server rather than the user's browser. This bypasses ad blockers and is less affected by iOS privacy changes, so it gives more accurate conversion data to ad platforms.If you're investing time and money into paid media advertising, we'd definitely recommend it, and tools like Stape have made it easier than ever to implement.
By default, a user's consent is off. Users have to actively accept cookies in order for your tracking to fire.
The Meta Pixel is a piece of code on your website that tracks user behaviour and sends it back to Meta for ad targeting and measurement. The Conversions API (CAPI) is a server-side version that works alongside it - filling the gaps the Pixel misses due to browser restrictions. Running both gives you significantly better data.
UTM parameters are added to your URLs to help your analytics platforms tell where your traffic came from. They're important to use so that you can see which campaigns and platforms have been most effective and why.
Yep. We'll review your GA4, Tag Manager, ad platform pixels, consent mode and attribution setup, and give you a clear breakdown of what's working, what's broken, and what to prioritise. Then the fun stuff can begin.
FREQUENTLY ASKED QUESTIONS
Most businesses don't until something breaks. But common signs of tracking issues include sudden spikes/drops in traffic, conversions not matching your true data source and all your traffic being lumped into 'direct' in GA4. The safest way to figure it out is with a tracking audit. We do those by the way.
Universal Analytics (UA) was the previous version of Google Analytics, retired in 2023. GA4 is its replacement, with a fundamentally different data model based on events rather than sessions and page views. It takes a while to get used to but it's worth putting the hours in.
Server-side tracking means your tracking data is sent from a web server rather than the user's browser. This bypasses ad blockers and is less affected by iOS privacy changes, so it gives more accurate conversion data to ad platforms.If you're investing time and money into paid media advertising, we'd definitely recommend it, and tools like Stape have made it easier than ever to implement.
By default, a user's consent is off. Users have to actively accept cookies in order for your tracking to fire.
The Meta Pixel is a piece of code on your website that tracks user behaviour and sends it back to Meta for ad targeting and measurement. The Conversions API (CAPI) is a server-side version that works alongside it - filling the gaps the Pixel misses due to browser restrictions. Running both gives you significantly better data.
UTM parameters are added to your URLs to help your analytics platforms tell where your traffic came from. They're important to use so that you can see which campaigns and platforms have been most effective and why.
Yep. We'll review your GA4, Tag Manager, ad platform pixels, consent mode and attribution setup, and give you a clear breakdown of what's working, what's broken, and what to prioritise. Then the fun stuff can begin.
DIGITAL MARKETING DONE RIGHT
DIGITAL MARKETING DONE RIGHT
DIGITAL MARKETING DONE RIGHT
© Good and Proper Marketing Limited. All rights reserved, 2026.
© Good and Proper Marketing Limited. All rights reserved, 2026.
The Faversham, 1-5 Springfield Mount, Leeds, West Yorkshire, LS2 9NG
The Faversham, 1-5 Springfield Mount, Leeds, West Yorkshire, LS2 9NG