Practice
Attribution that survives a real audit.
Server-side tracking, offline conversion imports, cross-domain measurement, source persistence into the CRM. Leadership reporting is reconciled against the underlying advertising, analytics, CRM, and sales records.
Why this exists as its own practice
Many disagreements between platform and CRM reporting begin with attribution or definition differences.
The Google Ads dashboard says one thing. The CRM says a different thing. They may be counting different populations, using different definitions, or carrying different tracking errors. Attribution engineering is the work of documenting those differences and reconciling them into a defensible set of numbers you can bring to the board.
What the practice covers
- Server-side conversion tracking (GTM server container, Meta CAPI, Google Ads Enhanced Conversions).
- Offline conversion imports back into Google Ads and Meta from CRM records, so the platforms optimize toward signed revenue rather than form submissions.
- Cross-domain tracking when the booking calendar, checkout, or client portal lives on a separate subdomain.
- First-touch source, medium, campaign, landing page, and referrer persisted into hidden form fields on every conversion, written into the CRM with autofill-resistant field names.
- Call-tracking numbers wired so the number changes with the traffic source, and the phone conversion imports back into Google Ads.
- Internal-team traffic exclusion and bot-traffic investigation.
- A written event dictionary defining every conversion in one place: what it means, where it fires, what parameters it carries.
In practice
One audit found five Google Ads accounts wired to a single site, and a mobile CALL button that did not swap tracking numbers with the traffic source.
Which meant calls through that button could not be attributed to their originating source. The audit was completed from public data only, before account access was provided.
Bring the conflicting numbers. We will identify why they disagree.
An initial conversation surfaces what the source systems can and cannot be reconciled to say.