“Why do my numbers not match what I can see happening?”
The ads worked. The tracking stopped
Stop paying for advertising that works while the reporting says it does not. Real enquiries were arriving and going uncounted, so the bidding algorithm was optimising against a signal that had gone quiet.
- Client
- A specialty vascular practice
- Scope
- Performance advertising · Measurement · Websites
The problem
Conversion tracking had been working, counted by URL against a thank-you page. No tag manager container, no event — just the page.
Replacing the form provider moved the confirmation flow and left that page orphaned. The ads kept running and kept working; the signal feeding bid optimisation simply went quiet.
What was done
- 01
Trace every event to source
Read the page code rather than trusting event names. Several events named like interactions turned out to be visibility triggers — a distinction that changes what a funnel actually says.
- 02
Rebuild the signal
New forms deployed across the relevant pages with source-page attribution carried through, so an enquiry can be traced to the page that produced it.
- 03
Redesign the landing page
Rebuilt the condition-specific landing page around the enquiry, then fixed the defects surfaced after launch.
3 embeds, source-page tracked
Forms live with attribution
Replaced the previous provider entirely
Verified · Engagement record · 2026-08-18
Restored
Conversion signal
Pre-migration tracking did work; the migration is what broke it
Verified · Google Ads account · 2026-08-18
[NEEDS: recompute — post-fix window]
Cost per enquiry
Needs a clean window after signal restoration
Not recomputed · Pending
Stated plainly. Worth stating plainly, because it would be easy to claim otherwise: tracking was not broken before this engagement. A vendor migration broke it, and the work was diagnosis and repair.