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SERVICE 01 · TRACKING

Numbers in Ads that match your CRM.

A server-side measurement build for paid-media accounts that have lost trust in their numbers. GA4, GTM server-side, Consent Mode v2, Meta CAPI, offline conversions — wired so privacy changes don't silently halve your conversion count overnight.

Book a discovery call How it works
// Engagement Fixed-scope build
// Best for B2B SaaS, lead-gen, DTC e-com
// Deliverables Working stack + 12-page handover
// You provide GA4 + Ads access, CMS access

The numbers lie by the time you ship them.

iOS 14, ATT, third-party cookie deprecation, Consent Mode v2 — by 2026 it's normal for a Google Ads "conversion" to mean something different from what the CRM saw, and for both to disagree with what hit Stripe.

That's a strategy problem disguised as a tracking problem. You optimise on bad signals. Bidding gets worse. CAC drifts. The CFO asks why the numbers don't match.

This service plumbs the entire stack — client-side, server-side, offline, CRM — so the number you bid on is the number you bank.

● 01 — What's included

The full measurement stack, end to end.

[ build + handover ]
// 01

GA4 + GTM (server-side)

Server-side Google Tag Manager container on your domain, GA4 events restructured for accuracy, debug view validated end-to-end before go-live.

// 02

Consent Mode v2

EEA-compliant consent banner, behavioural & ad consent signals piped to Google & Meta, modelled conversions enabled so you recover the EU loss.

// 03

Meta CAPI

Conversions API alongside the pixel, deduplication keys, EMQ scoring tuned so Meta sees lead/purchase events Apple wouldn't let through the browser.

// 04

Offline conversions

Stripe / HubSpot / Salesforce → Google Ads & Meta via GCLID/FBC matching, so the bidding algorithms learn from closed-won revenue, not form-fills.

// 05

Looker Studio dashboards

A unified weekly view across Ads, GA4 and CRM with sanity-check cells (does spend × CPC ≈ clicks?) and named anomaly thresholds.

// 06

QA, docs & handover

A 12-page handover doc — container map, event schema, retest playbook — plus a 60-min walkthrough with your team so the build doesn't die in three months.

● 01b — The flow

How a single conversion actually travels.

[ end-to-end ]
// data-flow.svg Validated end-to-end
// SOURCE // COLLECTION // ENRICHMENT // DESTINATIONS Browser page_view · purchase CRM MQL · SQL · won Stripe charge · refund // SERVER-SIDE GTM sgtm.yoursite.com on your subdomain · you own it Consent Mode v2 Dedup + EMQ keys GCLID / FBC matching Google Ads offline conv. GA4 events · audiences Meta CAPI deduplicated enriched event flow closed-won feedback to bidding
// Events captured22 standard + custom
// Latency< 300 ms server-side
// Recovery+22% visible conv.
● 02 — Process

Four weeks. Predictable.

[ fixed scope ]
// 01 Week 1

Audit & map

Inventory your current tags, events and conversions. Identify the leaks, document them with screenshots and £ values where possible.

// 02 Week 2

Build & test

Server-side GTM container, GA4 schema, Meta CAPI and consent mode wired in staging. End-to-end test with debug tools before any prod push.

// 03 Week 3

Migrate & validate

Cut over to the new container on production. Run shadow-period validation against historical numbers. Fix any deltas before sign-off.

// 04 Week 4

Train & handover

Looker Studio dashboard, handover doc, 60-min walkthrough with your team. 30-day post-launch QA window included.

// Avg conversion recovery +22% Typical uplift on visible conversions once consent mode + CAPI are wired in correctly.
// Reporting reconciliation ±3% Target variance between Ads, GA4 and CRM after handover. Most accounts arrive at ±25%.
// Time to ship 4 wk From kickoff to go-live. Fixed scope, fixed price, fixed end date.
● 03 — Questions

What you're actually wondering.

[ click to expand ]
/ 01 Do I need server-side GTM, really? +
If you spend more than ~£20k/mo on paid media, yes — the recovery on Apple/Safari loss alone usually pays for the build in < 90 days. Below that, a well-configured client-side container with Consent Mode v2 is enough.
/ 02 Will this break my existing tracking? +
No. The build runs in parallel in staging, then cuts over inside a shadow period — we validate the new numbers match historicals before turning the old setup off. Roll-back is a single GTM publish.
/ 03 What if my CMS is custom? +
Most builds are pure-JavaScript and CMS-agnostic. If your dev team prefers a code-level integration (purchase events fired from server, not dataLayer), that's included — just need 1–2 sessions with someone who knows the stack.
/ 04 Who hosts the server-side container? +
Your Google Cloud account, on your subdomain. You own it after handover — no vendor lock-in, no ongoing fee to me. Hosting cost is typically £20–£60/month depending on traffic.
/ 05 What's not included? +
Anything beyond 4 ad platforms (extra at £750 each), CRM data warehouse builds, and consent-banner UX redesigns (I integrate with what you have). Everything that is included is on the included list above — no surprises.

Let's make the
numbers tell the truth.

Book a discovery call See PPC Audit → All services
● 04 — Related

Pairs well with.

[ other services ]
// 02PPC Audit // 03Lead Gen Campaigns // 04E-com Campaigns // 05PPC Strategy
© 2026 Ankit Saxena
Conversion tracking · Fixed-scope build
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