Know What's Working: The PPC Attribution & Tracking Guide
The PPC Attribution & Tracking Guide is a free 5-page PDF on why ad platforms over-report and how to fix it. It walks through conversion tracking with Google Tag Manager, linking Google Ads and GA4, call tracking, feeding CRM outcomes back to the ad platforms, and a monthly attribution check.
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What's inside
- The attribution problem: why every platform takes full credit
- Attribution models and what each one tells you
- Setting up conversion tracking, step by step
- The GA4 setup every business needs
- Multi-touch attribution
- A monthly attribution audit
Who it's for
Teams running ads on more than one platform whose dashboards add up to more sales than the business actually made.
Three takeaways
Every platform claims the sale
A customer who clicks a Google ad, sees a Meta ad and then buys is counted by both. Reconcile platform numbers against your own sales data before moving budget.
Know which model Google Ads is using
Google Ads now offers data-driven and last click attribution. The model changes how Smart Bidding values each campaign, so check which one your conversions use.
Send outcomes back from your CRM
For lead generation, importing which leads became customers lets the platforms optimize toward revenue instead of form fills.
Unclear attribution is the #1 reason brands misread their ad performance. This guide explains GA4, conversion tracking, CRM integration, and multi-touch models in plain language.
Common questions
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