Are the conversions your ad platforms claim the sales you actually closed?

Illustrative numbers. Say Google Ads and Meta together claim 260 conversions and $157k in value. Your CRM shows 171 sales closed, and your books show $108k. The gap is 89 conversions and $49k.

After expected attribution differences are set aside, the check splits the gap into four kinds of breakage: sales counted twice (one sale, two claims), leads counted as sales, a claimed value that does not match the booked value, and an unexplained remainder, which we size and show rather than hide. In the illustrative numbers, only 38 of the 171 closed sales were ever sent back to the platforms.

Some gap is expected, and the check records each platform's attribution settings so expected differences are separated from breakage. We size what is left.

It fits you if:

• You spend enough on paid ads that campaigns record dozens of conversions a month.
• Sales close by phone, quote, in-home visit, or in a CRM or order system separate from the click.
• Marketing and finance disagree on whether the ads work.
• People read the reports but nobody builds the data underneath. Typically that is a company of 11 to 200 people with no data engineer or analytics engineer.

It is probably not for you if:

• Every sale completes in the same online checkout and your tracking is already verified.
• Your spend is too small to change a budget decision.
• You want someone to run campaigns, write ads or change bids. We look at the data, not campaign management.
• You already have a data team that owns this pipeline end to end.

If you are unsure which side you are on, talk to us first.

1. Connectors. Offline conversion imports (or enhanced conversions for leads), server-side tagging, and the Conversions API. Do they run, what do they send, and what do they silently drop.
2. Feedback. Offline sales that never go back to the platform, so bidding learns from form fills instead of revenue.
3. Counting. The same sale claimed by two platforms, or twice by one: a tag that fires on reload, or a form fill and a purchase both counted.
4. Value. Conversion values set to a guess at the form and never updated to booked revenue, so reported return on ad spend is off.
5. Volume. Too few conversions per campaign or ad set for automatic bidding to learn from. As a rough yardstick, Google Ads suggests roughly 15 conversions in 30 days for automated bidding, and Meta roughly 50 optimization events a week per ad set to leave the learning phase. Both are approximate and change.
6. Your stack. CRM-native ad integrations, field-service platforms such as ServiceTitan, HubSpot ad sync and Zapier-style connectors, tested for whether they actually work. Some of these already close part of the gap. The check tells you whether yours does.

Most gaps live where a closed sale should travel back to the ad platform.

1. The ad platform records a click or call, through a pixel or tag.
2. That becomes a lead in your CRM, from a form or a phone call.
3. The sale closes, by quote, visit or invoice, and lands in your books.
4. A feedback connector sends the closed sale back to the platform.

Platforms bid on what they are told. If the closed sale never comes back, they optimize for the wrong thing.

Terms used above: an offline conversion import sends sales that happened outside the website back to the ad platform. Server-side tagging sends events from your server instead of the visitor's browser. The Conversions API is Meta's route for sending events, including offline sales, from your systems. A click ID is the code an ad platform attaches to a click so a later sale can be matched to it. An ad set is a group of ads that share a budget and audience in Meta.

• Findings report. The platforms and your books side by side, every gap sized with its cause, and the unexplained remainder sized and shown.
• Fix list. Prioritized, with an owner named for each fix (your team, your agency or a vendor) and the rough impact of each. Written so anyone can act on it.
• Durable fix. A short design for making it stick: where the matching should run, what should feed the platforms, and how you would know if it broke again.

You keep all three whether or not we work together again.

We never change a setting in your ad accounts or records. We need standard read-only or analyst roles on Google Ads, Meta and any other platform, read access (or an export) to wherever your sales close, and one person who knows how a sale closes.

Fixed scope, fixed fee, quoted after scoping, agreed before we start and never by the hour. It usually covers the last full quarter of data.

It runs in four steps with two gates:

1. Access. A kickoff call, and the first gate.
2. Pull and match. We match platform clicks to sales using click IDs, order numbers, contact details and dates.
3. Trace every gap to a cause.
4. Readout, the second gate.

A separate check, run by a different agent from the one that found the gap, re-verifies every number against the raw rows, and a person approves the readout.

Tell us which platforms you spend on and where your sales close, and we will say whether the check is worth running. If the same questions keep crossing more systems than ads and sales, the next step is a platform. Start with what it would take to answer every question your leadership asks.