Analyze Pillar · Paid Media Measurement Triage

Your paid media numbers don't agree. Let's triage before you cut or scale.

This program is for teams where GA4, Meta, Google Ads, and backend all tell different stories. We run a focused triage to reconcile spend, conversions, and revenue so you can stop arguing about CPAs and start making confident budget calls.

Reconcile GA4, ad platforms, and backend revenue views.
Identify where tracking, attribution, or signal loss is to blame.
Deliver a simple, defensible baseline your CMO and CFO can both stand behind.

Book a paid media measurement triage See what's included

Best for teams spending meaningfully on paid where "good" and "bad" channels change depending on which report you open.

Snapshot · Conflicting Performance Views

What finance sees

Net revenue by month and channel roll-up.
Blended CAC and contribution margin.
Payback periods drifting vs targets.

What media sees

Platform-reported ROAS that looks "fine".
Modeled conversions masking signal loss.
Pockets of strong CPA nobody trusts.

Triage Output: One Agreed Baseline

A reconciled view of spend, conversions, and revenue that becomes the starting point for budget, experimentation, and future modeling.

When paid media measurement is broken

If nobody trusts the numbers, every budget conversation is politics.

You can't run serious paid media on vibes. When performance metrics are inconsistent or opaque, teams default to the safest possible moves: protect brand terms, starve upper-funnel, and avoid real experimentation. This triage is designed to break that cycle.

Platform ROAS looks fine, but revenue does not.

Google Ads and Meta say you’re winning, but finance is seeing margin compression and CAC drift. Nobody can explain the gap.

Every tool shows a different CPA.

GA4, platform reports, and internal dashboards disagree on what it costs to acquire a customer — and that disagreement stalls budget calls.

Modeled and offline conversions are a black box.

CAPI, offline uploads, and modeled conversions are switched on, but nobody can say how much they’re helping or hurting decision quality.

You’re cutting channels based on bad or partial data.

Upper-funnel and brand campaigns are the first to go because last-click and misattributed data make them look weak.

Our Paid Media Measurement Triage

Three lenses: signals, attribution, and a baseline your team can actually use.

We're not trying to rebuild your entire stack in three weeks. The goal is a focused triage that explains where the gaps are, stabilizes the numbers, and gives you a confident starting point for future optimization work.

Signals

Audit the signals feeding your platforms.

We start with the raw ingredients: what signals actually hit Meta, Google, and other platforms — and how they compare to GA4 and backend events.

Inventory of pixels, CAPI, and server-side events by platform.
Comparison of conversion counts vs GA4 and backend for key goals.
Checks for duplication, missing events, and misaligned value logic.

Attribution

Map where attribution is silently skewing decisions.

We look at how platform models, GA4 views, and internal reports assign credit — and where that diverges from how your business really sells.

Review of last-click, data-driven, and modeled conversions.
Analysis of where upper-funnel and brand are being under-credited.
Simple, agreed rules for which metrics to use in which decisions.

Baseline

Build a shared, defensible performance baseline.

We hand back a reconciled baseline view of performance that becomes the starting point for budget reallocation and future tests.

One agreed performance view per channel and major campaign type.
Target CPA / ROAS ranges aligned with real unit economics.
Prioritized list of fixes for tracking, attribution, and reporting.

2–3 week paid media measurement triage

Fast enough for your next planning cycle. Deep enough to matter.

This isn't a six-month science project. It's a focused reset that gives you a shared baseline and a concrete plan to keep improving measurement while campaigns keep running.

Days 1–3
1
Access & discovery
Secure access to GA4, key ad platforms, and (where possible) backend exports. Clarify goals, current metrics, and the biggest points of disagreement.
Days 4–7
2
Signal & tracking review
Audit platform signals, compare to GA4 and backend, and identify concrete causes of misalignment: missing events, value logic, deduplication, and consent effects.
Days 8–11
3
Attribution & model review
Review attribution settings, modeled conversions, and reporting lenses. Define pragmatic rules for which metrics to use for which decisions.
Days 12–15
4
Baseline & decision guide
Deliver a reconciled performance baseline and a short, practical guide on how to use it for budget, bids, and test planning.

Track → Analyze → Optimize

Triage connects tracking fixes to real budget decisions.

Track gets your data capture right. This triage program sits inside Analyze to align that data with how money actually moves. Then Optimize uses that view for experiments, creative shifts, and smarter media bets.

See how we fix tracking See how we support optimization

Who this is for

Teams spending significantly on Google Ads, Meta, or other paid media where reporting disagreement stalls action.
CMOs, growth leads, and performance managers who need a defensible story for board and finance.
Companies on the path to MMM, but still struggling with basic cross-tool alignment today.

If your next annual plan or reforecast depends on trusting paid media numbers, this triage is a strong first step.

Next step

Let's see if a triage is the right move.

Share how you're currently measuring paid performance and where you see the biggest gaps. We'll use the time to assess fit and outline what a triage would look like for your stack and spend level.

The intake form below routes directly to our senior team. No SDR layer, no scripts.