Connecting ad platforms to analytics without double counting
Short answer: Import only one canonical conversion per funnel stage into each optimisation system, align windows, and label imported vs native events—otherwise ROAS becomes fiction.
Double counting makes you scale losers and cut winners.
Common duplication patterns
- GA4 goals + Google Ads pixels both firing purchase.
- Enhanced conversions overlapping web and offline imports.
- Micro-conversions optimised as if they were revenue.
Sanity tests
Compare platform-reported conversions to finance counts weekly at first; a steady 20% gap needs investigation, not acceptance.
Attribution alignment
Decide whether Google Ads uses data-driven or last-click consistently with how you judge SEO success internally.
Frequently asked questions
Should ecommerce use platform or analytics revenue?
Shop/payment data is ground truth; analytics bridges behaviour leading to it.
What about Meta?
Expect under-reporting vs clicks—use incremental lift tests when budgets grow.