tracking attribution
Tracking and attribution that tells you what is actually working
If you cannot measure it, you cannot improve it. And right now, most brands are making budget decisions based on incomplete data. iOS privacy changes broke client-side tracking. GA4 underreports conversions. Meta and Google both claim credit for the same sale. The result is that you do not actually know which channels, campaigns, or creatives are driving your revenue. We fix that. We build measurement systems that connect ad spend to real business outcomes - so every decision you make is grounded in data you can trust.
Who this is for
Built for businesses that need results, not reports.
- 01Brands whose Meta and Google both claim credit for the same conversions
- 02Marketing teams that do not trust their analytics data but make budget decisions from it anyway
- 03Ecommerce businesses that migrated to GA4 and lost visibility into what was working
- 04Lead generation companies that cannot connect ad spend to closed revenue in their CRM
Problems we solve
If any of this sounds familiar, we should talk.
- 01Your ad platforms report twice as many conversions as your CRM shows
- 02You migrated to GA4 and your conversion data no longer makes sense
- 03iOS 14.5 broke your Meta attribution and you have not fixed it properly
- 04You have no server-side tracking and are relying entirely on browser-based pixels
- 05Your CRM is disconnected from your ad platforms - you cannot see which campaign generated which customer
- 06You are making five-figure budget decisions based on data you know is unreliable
Our approach
How we build measurement systems you can trust
Tracking audit
We audit every pixel, tag, conversion event, and analytics configuration across your stack. We identify what is broken, what is missing, and what is double-counting. Most brands have at least three critical tracking issues they do not know about.
Server-side implementation
We deploy server-side tracking via the Meta Conversions API, Google Enhanced Conversions, and a server-side GTM container. This recovers the conversion data lost to iOS privacy changes, ad blockers, and browser restrictions.
UTM and CRM integration
We build a comprehensive UTM framework that carries campaign, ad set, and ad-level data through to your CRM. Every lead, every sale, every pipeline opportunity can be traced back to the specific ad that generated it.
Attribution framework
We configure attribution models that reflect your customer journey. For short-cycle products, that might be last-click with a seven-day window. For longer sales cycles, we build multi-touch models that weight each interaction appropriately. No single model fits every business.
£20M+
Pipeline tracked and attributed
~60%
CPL reduction enabled by accurate measurement
4.8x
Blended ROAS across portfolio
What makes Avium different
Not another agency pitch.
- 01We deploy server-side tracking as standard - Meta CAPI, Google Enhanced Conversions, and server-side GTM
- 02Every implementation connects ad platforms to CRM data, so you can see cost per closed customer, not just cost per lead
- 03We build attribution models around your actual sales cycle, not platform defaults
- 04Tracking is integrated with our media management - we use the same data to optimise campaigns that you use to make decisions
- 05Our measurement frameworks underpin the £20M+ pipeline generated across our portfolio
Frequently asked questions
What is server-side tracking and why do I need it?
Server-side tracking sends conversion data from your server directly to ad platforms, bypassing the browser entirely. This is necessary because iOS privacy changes, ad blockers, and cookie restrictions now prevent browser-based pixels from capturing 20 to 40 percent of conversions. Without server-side tracking, your ad platforms are making optimisation decisions on incomplete data.
Will this fix my GA4 reporting?
We can improve GA4 accuracy significantly through proper event configuration, server-side data collection, and cross-domain tracking fixes. However, GA4 has inherent limitations as a free analytics tool. We typically recommend using GA4 alongside ad platform data and CRM reporting for a complete picture.
How long does a tracking implementation take?
A full server-side tracking setup with CRM integration typically takes two to three weeks. Simple fixes - pixel configuration, event setup, UTM frameworks - can be deployed within days. The timeline depends on the complexity of your tech stack and the number of platforms involved.
Do I need a developer to implement this?
We handle all implementation in-house. We may need access to your website backend, CRM, and ad platform accounts, but you do not need to provide development resource. If you have a development team, we can work alongside them.
Which attribution model should I use?
It depends on your sales cycle. Short-cycle ecommerce often works well with last-click attribution and a seven-day window. Longer B2B or high-consideration purchases benefit from multi-touch models that credit the first interaction, key engagement points, and the converting touchpoint. We recommend the model that best reflects how your customers actually buy.
Can you integrate with my existing CRM?
Yes. We work with HubSpot, Salesforce, Pipedrive, and most major CRM platforms. The integration connects ad-level data - campaign, ad set, ad, and keyword - to individual leads and opportunities, giving you true cost-per-customer visibility.
How do I know if my current tracking is broken?
If your Meta Ads Manager and Google Ads report different numbers to your analytics, or if either platform reports significantly more conversions than your CRM shows, your tracking has issues. Other signs include inconsistent conversion counts day-to-day, missing offline conversion data, and an inability to report cost per closed customer.
What does this cost?
Tracking and attribution projects are scoped individually based on the complexity of your tech stack and the platforms involved. A standalone tracking audit with recommendations starts at a lower investment than a full server-side implementation with CRM integration. We will scope it precisely after an initial review.
Related services
Next step
Find out what your ads are actually producing
Book a call and we will review your current tracking setup. If there are gaps, we will show you exactly what you are missing - and what it is costing you.
