Seeds
Why shouldn't I use UTMs on internal links?
UTM parameters on internal links override the original traffic source, replacing the real attribution data with a self-referral that tells you nothing useful. When a...
Which platform numbers should I trust?
None of them in isolation — each advertising and analytics platform measures through its own lens, using different attribution models, conversion windows, and counting methods....
How do transaction IDs help with attribution?
Transaction IDs serve as a universal key that connects the same purchase event across every platform that recorded it, enabling deduplication and accurate attribution. When...
What's the best single source of truth for conversions?
Your own first-party transaction database — specifically, the server-side order records from your e-commerce platform, stored in a warehouse like BigQuery. Every advertising and analytics...
Can server-side tracking align my platform data?
Server-side tracking cannot force platforms to agree on attribution — each platform applies its own model and counting rules that server-side infrastructure cannot override. What...
Should I trust GA4 or Facebook for reporting?
Neither platform should be trusted as the sole authority — they measure different things using different methodologies. GA4 uses last-click attribution with session-scoped measurement, crediting...
How do attribution windows affect my numbers?
Attribution windows determine how far back in time a platform looks when deciding whether an ad deserves credit for a conversion. Facebook's default window is...
Why is my Facebook ROAS different in GA4?
Facebook and GA4 calculate ROAS from different conversion counts because they use fundamentally different attribution models. Facebook includes view-through conversions — purchases by users who...
Which platform is showing the correct conversion count?
No single platform shows the objectively correct count — each one applies its own attribution rules and reports a number that is internally consistent but...
How do I reconcile GA4 and Meta Ads Manager data?
Reconciliation requires a shared key and a neutral arbiter. Use the WooCommerce transaction ID as the shared key — send the same order ID to...
Why does GA4 show fewer conversions than Facebook?
GA4 shows fewer conversions than Facebook because of three structural differences in how each platform counts. First, Facebook includes view-through conversions — purchases by users...
What's a normal variance between platforms?
A 10-30% variance between GA4 and Facebook conversion counts is normal and expected when both platforms receive clean, server-side data. Without server-side tracking, variances of...