Broken conversion
tracking, fixed.
Google Ads, GA4 or Meta conversions that are wrong, missing or counted twice. I find out why, rebuild the tracking and check it against what actually happened in the business.
Based in Prestwich, Greater Manchester, working across the UK. Run by one senior consultant, not an account manager.
FIG. 01 / THE USUAL FAULTS
The account is busy. Nobody can prove it is productive.
The account reports, but proves nothing
It is spending and the numbers look fine, until you ask what any of it actually produced. The conversion goal was never right, and the tracking was never built to answer the question.
Enquiries counted, sales invisible
Every form fill counts as a win, whether it turned into a job or not. Nothing ties a lead to closed revenue, so the account is judged on activity instead of money.
The platforms and your records disagree
Google Ads, GA4 and Meta each show a different number, and none of them matches your CRM, your bookings or your recruitment system.
Conversions counted twice, or not at all
The same enquiry is recorded more than once, or a form, a call or a booking is never recorded. Either way, the figures you are bidding on are wrong.
The trail stops at someone else’s platform
The booking happens on a third-party system, or the application lands in a recruitment system. The default setup quietly breaks there and nobody notices for a year.
Built for a shop you don’t run
Ad platforms are built around ecommerce: add-to-carts, purchases, standard revenue events. A lead, a booking or a hire by role type needs tracking built for it.
FIG. 02 / HOW I FIX IT
Find the fault, rebuild the layer, prove it works.
Diagnose
I start with the business: what counts as a result, and where leads go after they convert. Then I check what Google Ads, GA4 and Meta are actually recording against it, and where the trail breaks.
Rebuild
I build the measurement layer again from scratch. Server-side tagging, Meta CAPI, GA4 cross-domain, consent mode, CRM and ATS integrations, each where the standard setup falls short.
Verify
Then I check the new figures against your own records: enquiries, bookings, closed deals or hires. The numbers you bid on should match the numbers you bank.
FIG. 03 / WHAT YOU GET
The goal: every pound of spend traced to a real business outcome.
Every result traced to its source
Forms, phone calls and bookings tracked back to the campaign, keyword and ad that produced them.
Leads tied to revenue
Where your CRM or booking system allows it, leads are tied to closed jobs and real revenue. Cost per lead becomes return on spend.
Reports you can act on
Reporting brought into one dashboard, built to be understood rather than just sent. No vanity metrics, no data you cannot do anything with.
A plain account of the fix
What was wrong, what I changed and what each platform now records, written down so the next person can follow it.
FIG. 04 / PROOF
What fixed tracking showed.
Hires the recruitment system never credited
Care providers recruiting across UK regions had no reliable way to tell which ads produced which hires. Tracking came first, tying applications to the campaigns behind them. It showed the campaigns were producing more hires than the recruitment system credited.
3.7× more hires than the recruitment system showed Read the case study Home improvement & tradesEvery lead tied back to verified revenue
A high-ticket exterior coatings business had no conversion tracking tied to revenue. Tracking was tied back to closed deals rather than form fills, so performance could be judged on money instead of activity.
5.8× ROAS · £122,639 verified revenue Read the case study The full serviceTracking & Analytics
Conversion tracking and attribution built from scratch, with reporting you can act on.
See the serviceRead the article: Is your recruitment system undercounting the hires your ads produce?
FIG. 05 / QUESTIONS
Why don’t my Google Ads conversions match GA4?
Usually because each platform is counting something slightly different, and none of them was set up around what your business counts as a result. Ad platforms are built around ecommerce: add-to-carts, purchases and standard revenue events. When the goal is a lead, a booking through a third-party platform or a hire, the default setup quietly breaks. I rebuild the tracking around the real outcome, then check each platform against your own records.
Who can fix my Google Ads conversion tracking in Manchester?
I can. I am based in Prestwich, Greater Manchester, and most of the work is remote, so I fix tracking for businesses across Greater Manchester, Cheshire and the wider UK. You deal with one senior consultant who does the work, with no account manager in between.
Can you set up server-side tracking and Meta CAPI?
Yes. I build the measurement layer from scratch, including server-side GTM, Meta CAPI, GA4 cross-domain and consent mode. Server-side tracking comes in where the standard setup falls short. The goal never changes: every pound of spend traceable to a real business outcome, not a proxy for one.
Can you track leads through to sales in my CRM?
Yes, where your CRM or booking system allows it, leads are tied to closed jobs and real revenue, so cost per lead becomes return on spend. For an exterior coatings business, tracking tied back to closed deals showed £122,639 of verified revenue from £21,150 of ad spend, a 5.8× return.
Do you fix tracking for agencies?
Yes, agencies bring me in as a white-label senior resource for tracking builds, campaign management and reporting. Reporting is presented under your brand, with no Stern Digital logos and no references back to me. The client relationship stays yours.
FIG. 06 / STRAIGHT
Want to know if this applies to your business?
A free 30-minute call. I will look at what you are running and tell you honestly what I think. No pitch, no proposal.