Tracking · · ether.
Why your ad conversions don't match your inbox, and how to fix the tracking
Ad platforms often report far more conversions than you received because they count page views, scrolls, button clicks or the same action twice. To fix Google Ads and Meta conversion tracking, list every event being counted, keep only real outcomes such as purchases, bookings, forms, calls and emails, remove duplicates and spam, then compare the result with what you actually received. Once that matches, tag every link you share on social and in ads so revenue can be traced to the platform and post that drove it.
Why the numbers drift
- A page view or scroll was marked as a conversion when the account was set up.
- The same purchase is counted by the form, the thank you page and the payment step.
- Spam form submissions are counted as leads.
- The platform credits itself for sales another channel started.
Fix the count first
- List every event your analytics and ad accounts treat as a conversion.
- Keep only events that mean a person bought or reached out.
- Remove duplicates so each action counts once.
- Test each one end to end, then compare a month of results with your own records.
Tracking revenue from social, organic and paid
A restaurant brand came to us wanting to know how many people who saw their Instagram, TikTok and YouTube content went on to order online, and how many orders came from their promoted posts. The answer starts with tagged links: a separate tagged link in each platform's bio and in each ad, so the order site can tell where every visitor came from.
- Tagged bio links separate organic traffic by platform.
- Tagged ad links separate paid traffic by campaign and creative.
- A purchase event with order value connects those visits to revenue.
- Platform specific promo codes give a second check on revenue when links are lost, such as when someone types the address.
Questions to answer before anyone quotes
Who manages the website, and can tracking code be added there? Can the order system report promo code use with order value? Does the business need revenue by location, or is brand wide enough? Is there an app, and do app orders need tracking too? The answers decide which approach fits and what it costs.
Where to start
If you want a hand with this, see GA4 + Conversion Tracking, browse examples of our work, or get a free AI Search Check to see where your business stands today.
Questions
Why does Google Ads show more conversions than I had sales?
Usually because something other than a sale is marked as a conversion, or one sale is counted more than once. An audit of the events being counted finds it.
Can I track sales from my Instagram link in bio?
Yes. Use a tagged link in the bio, track purchases with order value on your site, and the revenue shows by platform in your analytics.
How much does a tracking audit cost?
At ether., GA4 and conversion tracking work starts at C$200, and most fixes are live within a week.