Alex Iwaniuk·16 August 2026

How we deliver the five properties of load-bearing conversion tracking.

The Verified Truth Build

At this scale you cannot afford for your data to be wrong. Fixing it is not the hard part. Doing it while the money is still running is. Your campaigns keep spending through the rebuild, and the ad platforms keep hearing from you the whole way.

The five-step build that closes a parity gap and keeps it closed.

The method

1. The audit. Quantify the blind spot before touching anything. You get a number for how much of your business each platform can currently see, before anyone proposes a fix.
2. Event design. Accuracy first, then signal velocity. We settle which moment in your funnel counts as the sale, and which earlier moments are worth reporting, with your sales team in the room.
3. Zero-downtime deployment. Replace in place. Your campaigns keep running while this happens, and the ad platforms keep hearing from you throughout.
4. 30-day reconciliation. Every touchpoint, daily, reconciled to the CRM. For a month you watch the numbers get checked, every day, and you decide for yourself when you trust them.
5. Continuous monitoring. Tracking is not installed, it is kept true. After the build, something keeps watching, and a fault reaches somebody who can act on it.

Step one is a checkup. Investigate, find where it actually hurts, then propose. Nobody prescribes before examining. The audit is worth having even if you hire somebody else to act on it: at the end of it you know where the problem is and what fixing it involves. It also has to start outside the ad platform, because the platform cannot tell you what the platform is missing, so the first measurement comes from somewhere else.

The implementation rests on 20 years of software engineering, which is why the deployment is boring. Replacing tracking is a deployment problem, and deployment problems have known answers.

Your setup has history. Someone built it and someone else changed it, and the reasons usually left with them. Reading that back is most of the first step.

You solved the problem quickly, and I’m impressed. Feel free to use this note as a testimonial.

Flint McGlaughlin, MarketingExperiments / MarketingSherpa / MECLABS

He wrote this after I fixed the Google Ads conversion events on an account in his circle, the next day. Not his own account, and not MECLABS'.

That is the build. If you want to know what your own platforms can see before any of it, send us your busiest landing page on each traffic source you run and we will walk your funnels the way a buyer would, then write up what we find. It starts the way the build starts, by looking before proposing.

The destination

The five below are not ours. They are what any conversion tracking setup either holds or does not, whoever built it. Hold us to them the same way.

• The Complete Count. Where every other property gets its raw material. Get this one wrong and the rest are precise about the wrong thing.
  Ask what your platforms are optimising toward, then ask whether every way a customer can reach you reports back the same way.
• Signal Width. How fast the algorithm learns, and from what. One event a month is one lesson a month.
  Ask how long one of your buyers takes to go from click to money, then ask what the platform hears from you in between.
• The Flight Recorder. You only ever find out you had this on the day something goes down.
  Ask what happens to a lead that arrives while part of your stack is down, and ask who in your business already knows the answer.
• Positive Control. It sets how long you are wrong before anybody tells you.
  Ask whose job it is to notice, and put a name to it. If the name is a dashboard, ask who opens it.
• Parity Lock. The one you lean on when you have to defend a number to somebody else.
  Count last month in your CRM, then count what one ad platform reported for the same month. Ask your team how they explain the difference.

Where this starts

Two things are worth settling on your own account before anyone rebuilds anything: what the condition is, and what it costs you now.

• Signal Debt. Why the ceiling gets lower the harder you push against it.
• The Parity Gap. Two ways to be wrong about the same number, and only one of them is a repair job.

The numbers from one rebuild are in Ceiling Break, the case study.

Send us your busiest landing page on each traffic source you run. We walk your funnels the way a buyer would, compare what left your website against what reached your system, and write up what we find. No account access. No call unless you ask for one.