Analytics
Analytics and marketing attribution services
Meta claims the lead. So does Google. Your CRM shows fewer than either, and sales says many were not real. Each of them is counting something. We set up tracking so you know which number to trust for which decision.
Why the numbers never match
Each ad platform counts the conversions it can see, by its own rules, and claims every one it touched. A buyer who saw a Meta ad, searched on Google and then phoned will be claimed by both. Neither knows about the call unless someone tells it.
Browsers block trackers, consent banners remove part of the data, and leads that become sales weeks later are never reported back to the platforms at all. The platforms then optimise for the cheapest form fill, which is not always a buyer.
Attribution work closes those gaps where it can, and is honest about the ones that stay open. The CRM, where the sale is recorded, is the reference. Platform numbers steer each platform; they do not judge the whole.
What we set up
GA4, done properly
Events named for your business, key events that match real steps, cross-domain tracking when booking happens on another domain, internal traffic filtered out.
Server-side tagging
A server-side Google Tag Manager container on your own subdomain, sending events to Google, Meta and others with fewer losses to blockers and more control over what data leaves.
Consent mode
Where your local law requires a consent banner, Google consent mode passes each visitor’s choice to Google tags, which then model what they cannot measure.
Meta Conversions API
Server events sent alongside the pixel and deduplicated, plus qualified leads sent back from the CRM so campaigns learn which leads become customers. Napexy’s revenue attribution sends qualified leads back to Meta this way.
Google enhanced conversions and offline imports
Hashed first-party data to improve matching, and CRM outcomes such as qualified leads and sales imported back into Google Ads.
UTM discipline
One naming convention for source, medium and campaign on every link, written down and checked, so reports group cleanly.
Platform-reported and CRM-reported results
| Ad platform reports | CRM reports | |
|---|---|---|
| What it counts | Conversions the platform saw, including modelled ones | Leads and sales your team recorded |
| How it gives credit | Every conversion it touched within its attribution window | One source per lead, by the rule you choose |
| Strength | Fast and detailed, needed to optimise campaigns | Tied to real people and real money |
| Weakness | Overlaps with other platforms; blind to calls and offline sales | Only as good as the source data captured at entry |
| Use it for | Steering bids and creative inside the platform | Deciding budgets between channels |
How an analytics project runs
Audit what exists
Tags, events, consent, UTMs and CRM fields. We list what is broken, duplicated or missing.
Write a measurement plan
The few events that matter, their names, where they fire and which platform receives each one.
Build and test
Tags, server container, APIs and CRM fields, tested with real submissions on every form and device.
Close the loop
CRM outcomes sent back to Meta and Google, so the platforms learn from qualified leads and sales.
Reconcile every month
Platform figures, analytics and CRM side by side, with each gap explained. The dashboards show the result.
Frequently asked questions
Is server-side tagging worth it?
For a business spending seriously on ads, usually yes: it can recover part of the events lost to blockers and browser limits, and it gives you control over what each platform receives. It adds a small hosting cost and needs upkeep. For a small site with little ad spend, a clean browser setup is often enough.
Do we need consent mode?
If the GDPR covers your visitors and you use Google Ads or Google Analytics, Google requires it for its measurement and ad personalisation features. Otherwise, it depends on your local law and on whether you show a banner. We set it up wherever a banner is in place.
Which attribution model do you use?
For budget decisions, the source recorded on each lead in the CRM, with the other touches kept visible. Inside each platform, its own model. When channels clearly work together, offline media included, we look at marketing mix modeling or controlled tests.
Can you track phone calls?
Yes. Calls are often the biggest blind spot for clinics and property sales. Our call tracking page explains how calls get tied to their source and sent back to the ad platforms.
Can you track visits from ChatGPT and other assistants?
Yes, as far as their referrers allow. Some send a clear referrer, some do not. Our guide on tracking AI search traffic explains what can and cannot be measured.
Last updated · By the Napexy team
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