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Services / Measurement and data

Measurement you can trust

Tracking that tells the truth. Clean conversions, real sales fed back to the ad platforms, and one set of numbers everyone believes.

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Led by Vishal Vaibhav Dhanuka

How it works
  1. 01

    Audit

    Every conversion action, tag and data source. What's counted twice, what's missing, what's wrong.

  2. 02

    Repair

    Fix the tags, the consent setup and the revenue values so each sale is counted once, correctly.

  3. 03

    Connect

    Send real outcomes, such as closed deals, refunds and repeat orders, back to the ad platforms.

  4. 04

    Prove

    Test what's incremental, and put every channel in one view the whole team trusts.

Every other part of marketing sits on this. Ad platforms now decide who sees your ads based on the conversions you send them. If those conversions are duplicated, missing revenue, or counting newsletter sign-ups as sales, the platform learns the wrong lesson and spends accordingly.

At the same time, measurement got harder. Privacy rules, consent banners and blocked cookies mean a real share of conversions never reach your reports. The answer isn’t a perfect number. It’s numbers you understand well enough to bet on.

What we actually do

  • Audit the tracking. Tag by tag, conversion by conversion. Most accounts we check have at least one conversion that’s wrong.
  • Fix the basics. Purchase and lead events that fire once, with the right value, under a consent setup that’s legal and doesn’t throw data away needlessly.
  • Close the loop. Feed real outcomes from your CRM or shop back to Google and Meta, so they optimize for customers, not clicks.
  • Test incrementality. Simple holdout tests that show what a channel adds.
  • Build one view. A dashboard that puts spend, revenue and margin from every channel in one place.

Why it’s step one

It’s the first step of the Keystone system for a reason. Fix this and every decision after gets easier. Skip it and you’re tuning an engine with a broken gauge.

0.75 → 1.28

First-payment return on ad spend for a US SaaS client, after bid targets were set against real payment data from the product's backend. The case study is under Work.

Questions people ask

Why do my dashboards disagree?

Each platform counts differently and claims as much credit as it can. Add consent banners, ad blockers and cross-device journeys and the gaps grow. You won't make them match. You can make each one accurate, and know which to trust for which decision.

Do we need server-side tagging?

Not always. It helps most when you spend meaningfully on ads and lose a lot of conversions to browsers and blockers. We check the gap first and only build it if the numbers justify it.

What's an incrementality test?

A way to find out what your ads actually caused. You hold spend back in one region or audience and compare. It answers the question platform reports can't. Would these customers have bought anyway?

Works best with

Paid media

Google, Microsoft and Meta ads, run for the automated era. Clean conversion signals, creative worth testing, and budget that follows profit.

How it works

SEO and AI search

Be the answer, not just a result. Get found on Google and quoted by ChatGPT, Perplexity and Google's AI answers.

How it works

Landing pages and conversion

More customers from the traffic you already pay for. Message match, speed, clear offers, and new paths like chat and voice AI.

How it works

Think you’re a fit?

Tell us what you sell and the one number you want to move. You’ll get a straight answer on whether we can help, even if the answer is no.

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