Your ad accounts are only as good as the data feeding them.
Every bid strategy on every platform is a machine-learning system trained on your conversion data. Measurement engineering is therefore not a reporting nicety — it is the substrate acquisition runs on. This is the practice the rest of our services are built around, and the one we would keep if we had to keep only one.
Browser events and backend payment webhooks converge in a first-party server-side GTM container, where they are deduplicated by order ID, enriched with hashed customer data, and routed to each platform's server-side interface and to GA4.
What we build
Server-side GTM
A first-party sGTM container on your own subdomain: longer-lived cookies, resilience against tracking prevention, one governed routing point for every ad platform — and your data leaves through a door you control.
GA4 implementation
Event taxonomy designed around your funnel, not the default schema: clean parameters, key events that match business reality, BigQuery export from day one for anything the interface can't answer.
Platform integrations
Enhanced Conversions and offline conversion imports for Google, Conversions API for Meta, Events API for TikTok, UET with enhanced conversions for Microsoft — each with match quality monitored as a metric.
Webhook purchase tracking
Conversions fired from payment provider webhooks — the moment money moves — with order-ID deduplication so retries, duplicate events, and thank-you-page reloads never inflate counts. For subscriptions: trial starts, first payments, and renewals as distinct events.
Consent & Consent Mode v2
A compliant consent banner wired to Consent Mode v2 with denied-by-default behaviour for EU visitors, so modelled conversions keep your optimisation viable without compromising compliance.
Attribution & dashboards
A blended reporting layer — platform-attributed, last-click, and modelled views side by side — plus cohort and payback dashboards your finance team can open without a translator.
Why this comes first
Most acquisition problems we are asked to solve turn out to be measurement problems wearing a media-buying costume. A bid strategy that "collapsed" was usually starved of signal by a broken tag, a consent change, or silent conversion duplication. A channel that "doesn't work" is often just under-attributed. Fixing the data layer routinely does more for performance than any restructure — which is why our methodology puts instrumentation before scaling, always.
Measurement engagements run standalone (audit and implementation for your in-house team) or as the opening phase of a managed media engagement. Either way, everything we build — containers, documentation, dashboards — lives in accounts you own.