Four systems. Four answers.
We give you one you can trust.
Meta says one thing, Google another and the checkout a third. We build your measurement so purchases arrive, are counted once and end up in the right place – so you can make decisions on the numbers instead of arguing about them.
Why nothing adds up
Three reasons every report shows its own answer.
Everyone takes the credit
If a customer sees an ad on Meta and clicks on Google, both count the purchase as theirs. Add up the accounts and you have sold more than the checkout.
Purchases go missing
Ad blockers, browser tracking protection and a no in the cookie banner mean many purchases never reach the ad accounts.
Tags that clash
Old code, apps sending their own purchases and tags firing twice. The numbers end up too high in one place and too low in another.
Same month, four answers
The checkout shows 1,000 purchases. The ad accounts and the analytics tool show something completely different – some too high, some too low.
When tracking is set up right, they all land close to the truth. Then channels can be compared, and the algorithms learn from the right purchases.
- Checkout
- Meta
- Google Ads
- GA4
Purchases that would otherwise have vanished
Real numbers from clients where we have set up server-side tracking.
of 1,706 bookings would not have shown up without server-side. In total, 39.6% of data points were recovered.
recovered – 19.0% from tracking protection and 5.1% from ad blockers.
recovered from browser tracking protection.
How we build one truth
Four steps – from review to decisions you can trust.
Review
We compare the checkout with every ad account and analytics tool, and track down duplicate, broken and missing tags.
Server-side & consent
Purchases go through your own server to Meta, Google and the others – with Consent Mode v2 connected to the cookie banner.
Count right
Every purchase is counted once, with the right value. Ideally with the margin, so the ads steer towards profit.
The whole picture
When you advertise in many channels, MMM shows what each channel actually contributes – not just what it claims.
Questions about measurement
Why do Meta and Google show more purchases than we have?
Both count purchases they played a part in, even if the customer also saw other ads. That is why the sum of the accounts is often higher than the checkout. It can't be removed completely, but with the right setup and one shared truth, the channels can be compared.
Why does GA4 show fewer purchases than the checkout?
Often because of consent, ad blockers and tracking protection in browsers. With server-side tracking and properly connected consent, more purchases arrive.
What is server-side tracking?
The purchase is sent from a server you own instead of from the visitor's browser. More purchases arrive and you decide what is sent. Read more about tracking and server-side.
What is MMM?
Marketing Mix Modelling is a statistical model that shows how much each channel contributes to sales, without relying on cookies. It suits you when you advertise in several channels and want to know where the next krona does the most good. Read more about MMM.
Is this allowed under GDPR?
Yes, when it is done right. Anyone who says no in the cookie banner is not tracked. The difference is that you get better control over which data leaves the site.
Which numbers are right for you?
We compare your purchases in the checkout with what the ad accounts and the analytics tool show – and tell you honestly what needs doing.
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