Tracking · Analytics · Reporting
Get evidence reliable enough to act on.
Browsers block more tracking every year, and the ad platforms see less because of it. I rebuild measurement on first-party, server-side data, so the numbers you make decisions on are ones you can trust.
The modern measurement stack
Measurement built for a privacy-first world.
Safari, iOS, and consent rules mean the platforms only see part of the picture. The fix: a setup built on data you own.
Tracking architecture
From click to commercial truth.
What happens on the platforms lands in your measurement stack. Paid with Clarity makes sense of it — and what reaches you is the weekly read, in plain English.
First-party & server-side data
Collected through your own domain and tagging server. It outlasts the tags browsers quietly drop.
Conversions API & Enhanced Conversions
Key conversions go server-to-server to Google, Meta and LinkedIn, which keeps them learning when browser signals fall away.
Consent Mode v2
Respects each visitor's consent choice and recovers modelled conversions. You stay compliant without going blind.
Offline & CRM conversions
Closed sales matched back to the click that started them, so bidding optimises toward revenue rather than form fills.
GA4, events & a dashboard you'll use
Clean events for leads, calls and sales, feeding one dashboard: spend in, revenue out.
Yours to keep
Documented and handed over. You own the tags, the server, the dashboard and the data.
Server-side tracking
Tracking that lives on your server, not just the browser.
Traditional tracking runs in the browser, where ad blockers and Safari increasingly kill it. Server-side moves the work to a tagging server on your own domain, and that server decides what gets shared with Google, Meta and LinkedIn.
Why it matters
- ✓Durable first-party data instead of short-lived cookies
- ✓Higher match rates, so better optimisation and a lower cost per lead
- ✓Control over what data leaves your site
- ✓Resilient to ad blockers and Safari
- ✓A lighter, faster site
Attribution, honestly
No single number is the whole truth.
The honest answer is a few methods used together, each one clear about what it can and can't tell you.
Platform & GA4 reports
Fast reads on what's moving. Useful, but they can't prove the ads caused it.
Incrementality tests
Turn a channel up or down on purpose and measure what actually changed, before you scale spend.
Marketing mix modelling
See how channels work together over time to guide where the next dollar should go.
Reporting
Tailored to your business, not a template.
We agree on the few numbers that change decisions, and leave out the stuff that's interesting but never changes what you do.
What I report on
- ✓Real cost per qualified lead and sale, by channel and campaign
- ✓Where spend actually creates demand, checked against real results
- ✓Lead and revenue quality, not just volume
- ✓Return on ad spend against your real sales, not platform estimates
What I leave out
- —Vanity metrics that don't change a decision
- —Platform numbers that don't reconcile with the back-end
- —Anything I'd never act on
Get in touch
Get clarity on what's reliable enough to act on.
Tell me about your setup and goals, and I'll point out the measurement fixes that would make paid ads safer to scale.
If you'd rather talk it through, book a free clarity call →