Turn spend into sales · Analytics & Data Science
For founders and CEOs putting serious money into ads, a website or an app, who still cannot get a straight answer to which of that spend comes back as revenue.
See which spend actually makes money, measured against real orders on your website and app
Purchases and qualified leads are recorded once through server-side conversion tracking, app installs are linked to what those users later spend, and sales are tied to the campaigns that produced them, so Meta, Google and TikTok optimize toward buyers instead of clicks. Marketing, finance and the board read one set of numbers that reconciles to your actual orders.
Bring two reports that disagree. That is where the audit starts.
The problem we solve
Every ad platform claims credit for the same sale, GA4 disagrees with your order system, and the app reports installs but not which of those users ever paid. Budget goes to whichever channel has the most convincing dashboard, and the bidding algorithms keep chasing clicks because the sales they should learn from arrive incomplete, double counted or not at all.
What you get
- One revenue number that marketing, finance and leadership agree on, reconciled against your actual orders rather than each platform's own claims.
- Ad platforms that bid for buyers, because Meta, Google and TikTok are fed confirmed purchases and qualified leads instead of page views and form fills.
- Sales still counted when browsers block pixels, cookies expire early, the purchase happens inside your app, or the deal closes offline in your CRM.
- Budget decisions you can defend: which channels, campaigns and creatives return revenue across web and app, and which only generate clicks or installs.
Shown, not described
One purchase, counted once, tied to a real order.
Sample data, real mechanism: the purchase event is sent once payment is verified, keyed by the order ID so browser and server count it once, and the reporting that follows ranks spend by cost per sale.
- [browser]begin_checkout
- [server]payment.verified (webhook)
- [server]Purchase · event_id = order_id
- [browser]Purchase · event_id = order_id
Deduplicated: 1 conversion
[browser] begin_checkout → No Purchase emitted
One purchase event, counted once. The server sends the purchase after the payment webhook verifies it, keyed by the order ID. The browser sends the same ID, so the platform keeps one.
Revenue-first: no purchase event exists until the business record does.
- Broad socialMost clicks, fewest sales
- Display network
- Search: buying intent
- Retargeting
Shorter bar = cheaper sale
Cost per sale by campaign, not just cost per click. Once sales from your records flow back, the headline column changes from clicks to cost per sale, and the ranking changes with it.
Bars are relative. The campaign with the most clicks is not always the one that sells.
Bring two reports that disagree. That is where the audit starts.
What's included
What Tracking & analytics includes
Measurement plan tied to revenue
A written map of the events that move money in your business (lead, sign-up, trial, purchase, renewal), with names, parameters and owners agreed before a single tag goes live. Your developers, agencies and analysts all build against the same reference, so numbers stop drifting between tools.
Server-side tracking for your website
GA4 and Google Tag Manager with a server-side container, Meta Conversions API, Google Ads enhanced conversions and TikTok Events API. Browser and server events carry the same ID (the event ID for Meta and TikTok, the order's transaction ID for Google), so a sale the pixel misses is recovered and a sale both sides see is counted once, not twice.
App measurement and install attribution
Firebase and GA4 for in-app events, plus a mobile measurement partner such as AppsFlyer or Adjust to attribute installs to campaigns, including Apple's privacy-preserving attribution for iOS users who don't opt in to tracking. Installs are linked to what those users later spend, user by user where consent allows and through Apple's coarser conversion values where it doesn't, so you can see which campaigns bring paying users rather than downloads.
Consent-aware setup
Your consent banner and Google Consent Mode wired into every tag, and personal data such as email hashed before it reaches any ad platform. You collect only what users agreed to, and Google Ads and GA4 can still model the conversions they are not allowed to observe directly.
CRM and offline conversions
Leads that close by phone, in a showroom or through a sales team are sent back from your CRM to Google Ads and Meta. Campaigns get judged, and optimized, on closed revenue instead of the form fill that started the conversation.
Warehouse, dashboards and attribution analysis
Raw event data in BigQuery, Looker Studio dashboards built around revenue and cost per sale, and attribution analysis from our Analytics & Data Science team. Where volume allows, incrementality tests and media mix modeling show what each channel adds on top of the sales you would have made anyway.
How it works
How we work with you
Diagnose: find the gap
Each platform's reported conversions are compared with your real orders and CRM records to expose double counting, missing events, broken consent and untracked app revenue, and to show how far your current numbers are from the truth.
Prioritize: agree the measurement plan
Decide which events matter to revenue, which platforms need them, and the order to fix them in, starting with whatever is distorting your largest budget.
Deploy: build and verify
Our engineers implement server-side tagging, app SDKs and CRM feeds, then prove every event with test purchases and deduplication checks before any campaign is allowed to depend on it.
Measure: reconciled dashboards
Dashboards go live on numbers reconciled to your orders, with a plain-language weekly read-out on what spend is returning and what is not.
Scale: from reporting to decisions
As data accumulates, the Analytics & Data Science team moves on to the harder questions: incrementality tests, media mix models, and where the next unit of budget should go.
Who it's for
Built around the people we work with
Directors & CEOs
Know which growth opportunity is worth your money, then get a senior executive who delivers it and reports in plain English.
Technical founders
Keep 100% of your equity: a growth team that runs positioning, demand and tracking instead of a business co-founder.
Investors & VCs
A senior growth team portfolio companies can call on: faster than a hire, more accountable than an agency, reported in plain terms.
Questions
Tracking & analytics: what buyers ask
We already have GA4 and a Meta Pixel installed. Why isn't that enough?
Browser-only tags miss conversions whenever ad blockers, privacy settings or shortened cookie lifetimes get in the way, and adding a second tag carelessly often counts the same sale twice. Server-side events, deduplicated against the browser by a shared event ID, recover the missing sales without inflating totals, and they give the ad platforms a cleaner signal to optimize on.
Can you track app installs and in-app purchases, not just the website?
Yes. Firebase and GA4 capture in-app events, and a mobile measurement partner such as AppsFlyer or Adjust attributes installs to the campaigns that drove them. The valuable part is linking the two, so you see which campaigns bring users who go on to pay, not just users who install.
How does this handle consent and user privacy?
Tags fire according to the choices users make in your consent banner, personal data such as email is hashed before it is sent to any ad platform, and Google's Consent Mode lets Google Ads and GA4 model conversions from users who decline. The aim is accurate measurement within what users have agreed to, not around it.
Have you built this kind of tracking before?
Yes, on our own product. The Publeca events platform sends a purchase event from our server once a payment is verified, to Meta's Conversions API with the order ID as the event ID, so Meta merges it with the browser pixel's event into a single conversion. Google Ads conversions carry the same order ID as the transaction ID. It is the same pattern our engineering and data teams implement for clients.
More ways to turn spend into sales
See which spend actually makes money, measured against real orders on your website and app
Purchases and qualified leads are recorded once through server-side conversion tracking, app installs are linked to what those users later spend, and sales are tied to the campaigns that produced them, so Meta, Google and TikTok optimize toward buyers instead of clicks. Marketing, finance and the board read one set of numbers that reconciles to your actual orders.
Bring two reports that disagree. That is where the audit starts.