Tracking Fixes That Delivered Results

The Problem

The marketing team noticed a persistent discrepancy: GA4 reported 40% fewer conversions than their financial system. Monthly reconciliation showed significant gaps, making it impossible to determine which campaigns were actually profitable.

What We Found

• Cross-domain tracking broken: Main site and checkout on different subdomains with no linker configuration. GA4 saw purchases as new sessions from "direct" traffic.
• Duplicate GA4 property: Two measurement IDs firing on checkout, inflating some metrics while losing attribution on others.
• Meta Pixel missing Purchase event: Only PageView firing, so Meta couldn't optimize for actual buyers.
• Enhanced Conversions disabled: Google Ads missing 15-20% of conversion data due to browser restrictions.

The Fix

Configured cross-domain tracking with proper linker parameters. Removed duplicate GA4 property. Implemented complete e-commerce data layer with purchase, add_to_cart, and view_item events. Enabled Enhanced Conversions with hashed email matching. Added Meta CAPI for server-side backup.

Results After 30 Days

The Problem

LinkedIn showed 3 demo requests per month. CRM showed 18. Where were the other 15 coming from? GA4 reported 60% of conversions as "direct" traffic - making budget allocation impossible.

What We Found

• Three domains, zero cross-domain tracking: Marketing site, docs site, and app on different domains. Customer journey broke across all three.
• LinkedIn Insight Tag on only 1 of 3 domains: Demo form was on app subdomain where tag didn't exist.
• UTM parameters stripped on redirect: App login redirects were removing all campaign parameters.

The Fix

Implemented cross-domain tracking across all three properties. Deployed LinkedIn Insight Tag consistently. Preserved UTM parameters through redirect flow. Added conversion events for demo request form submission.

Results After 30 Days

The Problem

Legal team flagged a GDPR audit concern: tracking appeared to fire before cookie consent. The choice was stark - fix it properly or pause all tracking and lose marketing data entirely.

What We Found

• Pre-consent tracking: GA4, Meta Pixel, and Google Ads all firing before any consent interaction.
• No Consent Mode: Cookie banner present but not communicating with GTM.
• Missing v2 parameters: Even when consent was given, ad_user_data and ad_personalization weren't being sent.

The Fix

Implemented Consent Mode v2 with all four required parameters. Configured default denied state before GTM loads. Set up proper consent update flow after user interaction. Added conversion modelling to recover data from users who decline cookies.

Results After 30 Days