# For Performance & Paid Media Docs DocsFor Performance & Paid Media [All docs](/docs) Get Started - [Overview](/docs/overview) - [How It Works](/docs/how-it-works) - [Your First Plan](/docs/your-first-plan) - [Post-Install Warm-Up](/docs/post-install-warm-up) - [Multi Account Management](/docs/multi-account-management) Install - [Installing Trackingplan](/docs/installing-trackingplan) - [For Websites](/docs/installing-trackingplan/installing-trackingplan-on-your-websites) - [For Apps](/docs/installing-trackingplan/installing-trackingplan-in-your-apps) - [Webhooks](/docs/installing-trackingplan/installing-trackingplan-using-webhooks) - [For ssGTM](/docs/installing-trackingplan/for-ssgtm) - [Environments](/docs/environments) - [SDK Update](/docs/sdk-update) The Agent - [Threads](/docs/threads) - [Reports](/docs/reports) - [Audits](/docs/audits) Use Cases - [Investigate a Warning](/docs/debug-warnings) - [For Analytics Teams](/docs/analytics-use-cases) - [For Performance & Paid Media](/docs/paid-media-use-cases) - [For Compliance & Legal](/docs/compliance-use-cases) - [For Agencies & Consultancies](/docs/agency-use-cases) Monitoring - [Warnings & Updates](/docs/warning-and-updates) - [Data Validation](/docs/data-validation) - [Data Layer Monitoring](/docs/data-layer-monitoring) - [Consent & Cookie Monitoring](/docs/consent-and-cookie-monitoring) - [Privacy Monitoring](/docs/data-privacy-monitoring) - [Pixel Monitoring](/docs/pixels-presence-monitoring) - [Naming Conventions Monitoring](/docs/naming-conventions-monitoring) - [Releases & GTM Monitoring](/docs/autodiscover-releases) Explore - [Explore](/docs/explore) - [Health Summary](/docs/health-summary) - [Data Explorer](/docs/data-explorer) - [Tracks Explorer](/docs/tracks-explorer) - [Presence Map](/docs/presence-map) - [Advanced Views](/docs/advanced-views) - [Session Finder](/docs/session-finder) - [Filters & Data Segmentation](/docs/attribution) - [Tags](/docs/tags) - [Notes & Labels](/docs/notes-labels) - [Starred Items](/docs/starred-items) - [Sharing](/docs/sharing) Your Trackingplan - [Destinations](/docs/destinations) - [Split Destinations](/docs/split-destinations) - [Events](/docs/events) - [Properties](/docs/properties) - [Attributes](/docs/user-attributes) - [Pages](/docs/pages) - [Compliance](/docs/compliance) - [Privacy](/docs/privacy) - [Consent](/docs/consent) - [Platform](/docs/platform) - [Daily Checks](/docs/daily-checks) - [Vitals](/docs/platform-metrics) - [Acquisition](/docs/acquisition) Connect - [Slack](/docs/slack) - [MCP Endpoint](/docs/mcp-endpoint) - [Ad Platforms](/docs/ad-platforms) - [Trackingplan Exploration API](/docs/trackingplan-exploration-api) - [Trackingplan Export API](/docs/trackingplan-export-api) - [Data Studio Connector](/docs/trackingplan-connector-for-data-studio) - [Chrome Extension](/docs/trackingplans-chrome-extension) - [Omnibug Extension](/docs/trackingplan-omnibug-extension) Account & Security - [Settings & Members](/docs/settings) - [Privacy & Security](/docs/privacy-and-security) - [JSON Export/Import](/docs/export-import-json-schemas) [Use Cases](/docs) Updated October 15, 2026 # For Performance & Paid Media How performance and paid media teams use Trackingplan to explain gaps between ad platforms and analytics, check conversion values and review live campaigns. > For performance and paid media teams who need to trust the conversions their bidding runs on. Ask the agent in a [thread](/docs/threads): it compares what each ad platform receives with what your analytics records. Connect your ad platforms and it also compares spend and platform-reported conversions. ## Explain why an ad platform and analytics disagree > Why is Meta showing more purchases than GA4 this week? The agent compares both counts for the same period and finds the cause, for example purchases sent twice from the server after a change in the server-side container. It ends with the fix to ask for. ![The agent explains a gap between Meta and GA4](/images/docs-usecase-paid-meta-ga4.png) The agent explains a gap between Meta and GA4 ## Check that every platform gets the same conversion value > Are we sending the same purchase value to every ad platform? The answer shows, platform by platform, how many purchases carry a valid value: where it is missing, where it arrives malformed (for example as text instead of a number) and where duplicates inflate revenue. A follow-up tells you what each gap means for ROAS. ## Review the campaigns that are live > Review the paid campaigns currently live — where is data being lost and how could we improve ROAS? With your ad platforms connected, the agent reads spend and platform-reported conversions per platform, and lists the conversion feeds that send skewed data, ordered by spend and likely ROAS impact. ## Know whether a campaign is failing or the tracking is > Pinterest conversions fell off a cliff — is the campaign dying? The agent compares platform conversions with spend, clicks, sessions and purchases seen on your site, and tells you whether demand really changed or the measurement broke, such as a missing value on part of the checkout hits. ## Find conversions counted twice > Is any other tag double-firing? The agent checks every destination for conversions counted more than once. It tells you which ones repeat, how it happens (a browser tag firing twice, a server-side retry, a page restored by the browser) and whether the platform deduplicates them. ## Keep checking it The **UTM naming conventions** audit in the Library checks that campaign parameters follow one convention. See [Audits](/docs/audits). ## Related - [Threads](/docs/threads) - [Audits](/docs/audits) - [Filters & Data Segmentation](/docs/attribution) - [Naming Conventions Monitoring](/docs/naming-conventions-monitoring) [← Previous**For Analytics Teams**](/docs/analytics-use-cases) [Next →** For Compliance & Legal**](/docs/compliance-use-cases) Was this useful? Write to [support@trackingplan.com](mailto:support@trackingplan.com) On this page 1. [*01*Explain why an ad platform and analytics disagree](#explain-why-an-ad-platform-and-analytics-disagree) 2. [*02*Check that every platform gets the same conversion value](#check-that-every-platform-gets-the-same-conversion-value) 3. [*03*Review the campaigns that are live](#review-the-campaigns-that-are-live) 4. [*04*Know whether a campaign is failing or the tracking is](#know-whether-a-campaign-is-failing-or-the-tracking-is) 5. [*05*Find conversions counted twice](#find-conversions-counted-twice) 6. [*06*Keep checking it](#keep-checking-it) 7. [*07*Related](#related)