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Conversion Tracking & Attribution

Every budget decision depends on knowing which channels actually drive sales. Ad platforms each claim credit for the same orders, privacy changes and browser restrictions hide conversions, and broken tags can go unnoticed for weeks. Accurate conversion tracking and honest attribution make sure money flows to what really works, instead of to whichever platform claims the most credit.

BERI Consulting starts with a tracking audit that reviews every tag, pixel and conversion event against actual store orders, finding gaps and double-counting. We then set up GA4 and Google Tag Manager for the full funnel, add server-side and enhanced tracking, and build one dashboard with automated alerts so you hear about broken tracking when it happens and not weeks afterward, when the budget has already moved.

Tracking audit

Every tag, pixel and event checked against actual store orders for gaps and double-counting.

Event tracking

GA4 and Google Tag Manager for product views, add-to-cart, checkout steps and purchases, including Shopify customer events.

Server-side tracking

Enhanced conversions, Meta Conversions API, TikTok Events API and server-side tagging to recover lost conversions.

Attribution and alerts

Multi-touch views, blended MER, holdout tests and a dashboard that alerts you when tracking breaks.

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Know which channels really drive sales before you move the budget.

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Browsers and ad blockers hide conversions, so we add Google Ads enhanced conversions, Meta Conversions API, TikTok Events API and server-side tagging to recover them. We deduplicate so one purchase is counted once across platforms, monitor event match quality, and configure Google Consent Mode and US state privacy opt-outs so tracking stays compliant. Phone, chat and offline sales are tracked and fed back to ad platforms where relevant.

Attribution goes beyond last click. We build multi-touch attribution views, a blended Marketing Efficiency Ratio (MER), and new versus returning customer revenue, and we use holdout or geo-lift tests to measure true incremental impact. Consistent UTMs, trackable links and promo codes across ads, email, creators, communities and offline media keep every source identifiable in one dashboard.

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Conversion tracking questions, answered

What is conversion tracking?

Conversion tracking records the actions that matter to your business, such as product views, add-to-cart events, checkout steps and purchases, and ties them to the channel that brought the visitor. It is the basis for every budget decision, because without accurate tracking you cannot tell which campaigns actually produce sales.

What is marketing attribution?

Attribution assigns credit for a sale to the marketing channels that influenced it. Because ad platforms each claim credit for the same orders and rarely agree, BERI builds multi-touch attribution views, a blended Marketing Efficiency Ratio (MER) and new versus returning customer revenue, so you see an honest picture across channels.

What does a tracking audit involve?

We review every tag, pixel and conversion event against your actual store orders. The audit identifies gaps, where conversions are missing, and double-counting, where the same purchase is reported more than once. It is the foundation for fixing tracking and for trusting the numbers you use to make budget decisions across every channel.

What is server-side tracking and why do I need it?

Server-side tracking sends conversion data from your server instead of relying only on the visitor's browser. Browsers and ad blockers hide conversions, so we use Google Ads enhanced conversions, Meta Conversions API, TikTok Events API and server-side tagging to recover them and improve the data ad platforms use to optimize.

How do you measure true incremental impact?

Beyond attribution views, we use holdout or geo-lift tests, which compare results with and without a campaign to show what it truly adds. This separates sales that advertising caused from sales that would have happened anyway, so budget goes to channels that produce real incremental revenue.

Does tracking stay compliant with privacy rules?

Yes. We configure Google Consent Mode and respect US state privacy opt-outs so tracking stays compliant. We also monitor data quality, including event match quality, and set up automated alerts so that if a tag or pixel breaks, you find out quickly instead of weeks later.