How Our Conversion Tracking Works

Tracking is built on a single event schema so the same action reports consistently to every platform instead of each tag defining its own version of a conversion. GA4 receives named events with typed parameters; Google Ads, Meta and LinkedIn receive their conversion events from the same layer. Server-side tagging is used where browser restrictions on third-party storage would otherwise drop attribution, and enhanced conversions send hashed first-party identifiers rather than raw values. Cross-domain journeys are linked so a visitor moving between properties is not counted as two sessions. Every event carries a stable transaction or event identifier so a browser-side and server-side report of the same conversion deduplicate instead of double counting. Consent state gates the tags, and tags do not fire before consent is granted. Both micro conversions such as downloads and form starts and macro conversions such as purchases and qualified leads are instrumented. Validation is done against live traffic in real-time reports and with the platform tag debuggers, then reconciled against the source system of record.