Data Services · Tracking & Attribution
Connect the click, the call, and the closed deal.
We set up conversion tracking that counts the right things once, then keep the ad, the page, and the call attached to every lead as it moves through your CRM to the sale.
Where It Breaks
The journey is there. The record of it isn't.
Most attribution problems start before anyone picks a model. They come from how the systems themselves store data, which is why they show up in almost every business.
CRMs keep the present, not the past
A CRM stores what a record looks like today. When a field is updated, the old value is gone. Attribution needs every touch recorded at the moment it happened, so history has to be captured somewhere the CRM can't overwrite it.
Anything typed by a person varies
Free text, picklists, and "how did you hear about us" fields carry typos, shortcuts, and different habits from person to person. Asking someone to remember a source is a weak way to capture it in the first place.
Every system knows a different version of the person
The ad platform has a click, analytics has a visitor, the phone system has a number, and the CRM has a contact. Each has its own ID, and none of them agrees on who is who without matching rules.
The source has to be caught live
Click IDs, campaign tags, and referrers exist for a moment on the first visit. Browsers, consent settings, and device changes make them harder to recover later, so anything not captured then is usually lost.
What We Set Up
The tracking layer, done properly.
This is the floor a business needs before spend scales. We audit what you have, keep what works, and fix the rest.
Conversions
- Google Ads conversion actions
- GA4 key events
- Meta pixel events
- Primary and secondary goals
Calls
- Call tracking numbers
- Calls tied to the ad and page
- Qualified call rules
Forms
- Hidden source fields
- First-touch persistence
- Click IDs and UTM tags
Tag management
- Google Tag Manager
- Consent settings
- Server-side tagging
How Attribution Works Here
Four steps from a click to a closed deal.
On the site
Capture
Hidden form fields and call tracking keep the click ID, UTM tags, and landing page with every lead, so the source survives the handoff to the CRM.
Across systems
Match
Forms, calls, and CRM records are joined on email, phone, and IDs into one person. Clear rules decide which match wins when two disagree.
Through the pipeline
Carry forward
The first ad click we saw for that person stays attached through every later stage: the quote, the booking, the won deal.
In reporting
Credit
Revenue is credited to the campaigns that earned it, and the same record feeds conversions back to the ad platforms.
Every Month
Tracking breaks quietly. We check it on purpose.
A site update, a new form, or a CRM change can break tracking without anyone noticing. These checks come standard with the work.
One lead count
Each month, the leads in every system are reconciled into one number your team agrees on, with the differences explained.
Source coverage
We check how many new leads arrived with their source attached, and trace the ones that didn't back to where it was lost.
Platform counts against yours
What each ad platform reports is compared with what your own systems recorded, so a broken conversion shows up within days.
Frequently asked questions
Questions about tracking and attribution.
Phone calls, Direct traffic, attribution models, and what data leaves your systems.
What does conversion tracking setup include?
Does it work with phone calls?
Why is Direct so large in our reports?
Which attribution model do you use?
What customer data goes to ad platforms?
Your Next Step
Find out where your leads lose their source.
In a free 30-minute Insight Session, we’ll get to know your business, where you want to take it, and the challenges you’re working through. We’ll talk through your tools, your questions, and what success looks like to you, so you leave with a clear picture of the right next step.