Conversion tracking the bidding algorithms can actually use.
Server-side Google Tag Manager, enhanced conversions, consent mode, GA4, and offline conversion import — engineered, tested, documented, and reconciled against revenue every month. This is the technical core of what Appsi does; every campaign we run stands on it.
How the data moves
The browser or app sends events once, to a server container on your own domain. The container applies consent, enriches with first-party data, and fans out to each platform in the format it expects. Payments and CRM stages join the same path as offline conversions.
Measurement architecture
Server-side tagging
One container on your domain, feeding every platform.
A server-side Google Tag Manager container hosted on a subdomain you control. Browser tags shrink to one, page speed improves, ad blockers and browser tracking limits lose most of their bite, and first-party cookies live longer. Each platform receives exactly the fields it needs — Google Ads, Microsoft UET, Meta's Conversions API, GA4 — from one event stream you can inspect.
Enhanced conversions
Hashed first-party data, for web and for leads, with the match rate checked.
Enhanced conversions for web send hashed email and phone alongside the conversion; enhanced conversions for leads let a CRM stage weeks later be attributed back to the click. We implement both, normalize the data before hashing so it actually matches, and verify in the diagnostics that Google is accepting and using it before anyone credits the lift.
Consent mode
Compliant in the EU and the UK, without blinding the account.
Consent mode v2 with denied defaults for the regions that require them, a consent platform that actually passes the signals, and modeled conversions switched on so Google can fill the gaps statistically. We check regional consent rates monthly and tell you what share of your conversions are observed versus modeled.
Offline conversion import
Bid on the stages that pay you, not the form fill.
Click identifiers captured into your CRM or payment system, then qualified leads, won deals, renewals, and refunds sent back to Google and Microsoft with values — on a schedule, through the API, with a reconciliation check. For subscription businesses, this is how predicted lifetime value gets into the bidding without inventing numbers.
GA4 and reporting
Analytics that agrees with the ad platforms — and with your bank.
GA4 configured with the same event definitions the ad platforms use, exported to a warehouse you own, joined to payment-processor data, and presented in a dashboard where platform-reported, analytics-reported, and actual revenue sit side by side. The gaps between them are the most useful number on the page.
Monitoring
Tags break quietly. We find out before the bidding does.
Automated checks on conversion volume, value, and match rates per platform, with alerts when a deploy or a plugin update silently drops events. A monthly measurement health review is part of every retainer, because a week of bad data costs more than the review.
Measurement questions
What does a measurement audit include?
One to two weeks: a review of your tag containers and conversion actions, test conversions traced through every platform, a check of consent handling by region, and a reconciliation of platform-reported conversions against your revenue source. You get a written report with fixes ranked by impact, whether or not you continue with us.
Can you do the measurement work if another agency runs the ads?
Yes, and it is a common arrangement. We build and document the tracking, hand your agency verified conversion actions to bid on, and stay on for monthly monitoring if you want it.
Where does the server container run, and who pays for it?
In a cloud project you own, on a subdomain of your site. Hosting costs are typically modest and billed to you directly. We set it up, document it, and can run it for you, but the infrastructure is yours.
Do you work with payment processors and subscription billing?
Yes. Payment events — first charge, renewal, refund, chargeback — are the cleanest conversion source there is. We pull them through webhooks or exports, match them to clicks, and send them to the platforms with real values. Reconciliation against the processor's payouts is part of the monthly review.