For performance teams # Stop bidding blind on Meta, Google, Bing and TikTok. Trust the signals your ad spend relies on. Monitor every conversion, UTM, and consent signal across your ad platforms — spotting where you’re losing match rate, where value is missing, where CAPI double-counts, and how much ROAS you’re leaving on the table. Reliable conversions Pixel vs CAPI vs GA4: the same purchase, counted once, with the same value, across every platform. Value accuracy Wrong values, inconsistent tax or shipping, or the wrong currency — discrepancies that can skew ROAS and bidding. Click IDs & match rate `gclid`, `fbclid`, `event_id`, email hashes: the signals that connect conversions back to ads — and how many conversions lose that connection. UTM & campaign hygiene Naming conventions, broken UTMs, and campaigns attributed to the wrong source — so you know exactly where your spend is going. > “Trackingplan has given our media team the visibility and autonomy to understand what’s implemented, what’s not, and how everything is performing.” **David Rascón** · Data & MarTech Consultant, CSA (Havas Media Network) Ask it [Review the paid campaigns currently live — where is data being lost and how could we improve ROAS?Send](/#ask=Review%20the%20paid%20campaigns%20currently%20live%20%E2%80%94%20where%20is%20data%20being%20lost%20and%20how%20could%20we%20improve%20ROAS%3F) [Why is Meta showing 240 more purchases than GA4 this week?Send](/#ask=Why%20is%20Meta%20showing%20240%20more%20purchases%20than%20GA4%20this%20week%3F) [Are we sending the same purchase value to every ad platform?Send](/#ask=Are%20we%20sending%20the%20same%20purchase%20value%20to%20every%20ad%20platform%3F) [Start asking your data →](/#ask=Review%20the%20paid%20campaigns%20currently%20live%20%E2%80%94%20where%20is%20data%20being%20lost%20and%20how%20could%20we%20improve%20ROAS%3F) [Book a demo](/demo) Sounds familiar? ### Your ad platforms are only as smart as the conversion data you feed them. A missing purchase, a duplicate event, a broken pixel — every bad signal teaches your campaigns the wrong lesson. **And your ad spend follows.** **#paid-media** · direct requeststoday unanswered*0* requests ## Feed your campaigns with the right conversion data. Trackingplan monitors your marketing data 24/7 to keep campaigns accurate, compliant, and profitable: every live campaign, every pixel, every UTM and every consent signal, with gaps quantified in money and routed to whoever owns the tag — before bidding acts on them. - Performance, protected ### 24/7 Smart Campaign Monitoring No more launching and hoping for the best. Trackingplan monitors every live campaign in real time, alerting you instantly when pixels go missing, conversions drop, or events stop firing. Posted to #tracking · 4 minutes ago Slack·Email Real-time alert · 4 minutes ago **TikTok – Purchase is firing on two different triggers** since the GTM publish at 11:02. Every order has been reaching TikTok twice since then. **Trackingplan** · monitor Since 11:02, each purchase goes out to TikTok twice from the same tag: once on the *Purchase Confirmation* pageview and once on the *purchase* DataLayer event. TikTok’s bidding has been optimizing on a doubled signal since 11:02. GA4 and the other pixels are unaffected. **Cause:** the 11:02 publish added the *purchase* DataLayer trigger to *TikTok – Purchase* without removing *Purchase Confirmation*, so both match on every order. One trigger to remove in GTM. Purchase hits to TikTok, per minuteSince the publish - Ask it where the money leaks ### Protect your ad spend from broken conversion data. Ask the agent where you’re losing match rate, where value is missing, or where CAPI is double-counting. It quantifies every gap in money — so you know how much ROAS you’re leaving on the table, by platform and campaign. **Trackingplan** demo workspace **You** · Paid Media Lead Review the paid campaigns currently live — where is data being lost and how could we improve ROAS? list\_campaigns · live · meta, google\_ads, tiktok, pinterestconversion\_audit · pixel vs capi vs server · 7dconsent\_coverage · by platform **Trackingplan** **Four leaks, ranked by money.** 1 · **Meta CAPI dedup** — 11% of purchases arrive with a browser/server `event_id` mismatch, so Meta counts them twice. Bidding optimizes on inflated conversions. 2 · **Google Ads value** — 6% of purchases reach Google Ads without `value` since the coupon flow shipped; they count as conversions worth €0. 3 · **TikTok** — the purchase tag double-fires on mobile web since v87. 4 · **Unused checkout identifiers** — the dataLayer already has the buyer’s email and shipping address on purchase. None of it reaches Meta, Google Ads or TikTok. After consent, hash the email (and the address where the platform accepts a hashed postal key) and send it with the conversion: match rate goes up without sending anything in the clear. Fixing all four doesn’t change your spend; it changes what the platforms learn from. Rough effect: **+18% attributed ROAS** on the same budget, most of it on Meta. 4 platforms · 12 live campaigns · 4 leaks · est. *+18% ROAS* Suggested next actions [Give me the fixes, one per platform](/#ask=Review%20the%20paid%20campaigns%20currently%20live%20%E2%80%94%20where%20is%20data%20being%20lost%20and%20how%20could%20we%20improve%20ROAS%3F) [Monitor conversion quality per platform](/#ask=Review%20the%20paid%20campaigns%20currently%20live%20%E2%80%94%20where%20is%20data%20being%20lost%20and%20how%20could%20we%20improve%20ROAS%3F) [Send this to the paid media lead](/#ask=Review%20the%20paid%20campaigns%20currently%20live%20%E2%80%94%20where%20is%20data%20being%20lost%20and%20how%20could%20we%20improve%20ROAS%3F) [Continue this thread with the agentSend](/#ask=Review%20the%20paid%20campaigns%20currently%20live%20%E2%80%94%20where%20is%20data%20being%20lost%20and%20how%20could%20we%20improve%20ROAS%3F) - Reliable conversion data ### The same purchase, counted once, on every platform. Pixel vs CAPI vs GA4: values, click IDs, and consent are compared across platforms, so Meta, Google, and other ad platforms optimize against the conversions you actually made. **Trackingplan** demo workspace **Marta** · Paid Media Lead Why is Meta showing 240 more purchases than GA4 this week? count\_conversions · purchase · meta vs ga4 · 7dattribute\_gap · view-through, consent, dedup **Trackingplan** **The gap is real, and this time it’s not a tracking error:** Meta counts 1-day view-through conversions, GA4 doesn’t — that’s 212 of the 240. The remaining 28 are iOS purchases GA4 lost to consent. Nothing to fix — but if you need one number for the deck, use the server-side count: **13,172**. meta 13,412 · ga4 13,172 · *view-through 212* · consent 28 Suggested next actions [Send the full breakdown to Rachel](/#ask=Why%20is%20Meta%20showing%20240%20more%20purchases%20than%20GA4%20this%20week%3F) [Alert me only if the gap changes in nature](/#ask=Why%20is%20Meta%20showing%20240%20more%20purchases%20than%20GA4%20this%20week%3F) [Use the server-side count in the Monday report](/#ask=Why%20is%20Meta%20showing%20240%20more%20purchases%20than%20GA4%20this%20week%3F) [Continue this thread with the agentSend](/#ask=Why%20is%20Meta%20showing%20240%20more%20purchases%20than%20GA4%20this%20week%3F) - Attribution, on track ### UTM & Naming Conventions Monitoring A single typo in a campaign name can break attribution and hide what’s really driving performance. Trackingplan monitors your UTMs and naming conventions, catching inconsistencies before conversions are attributed to the wrong campaign, channel, or source. Posted to #paid-media · 2 hours ago Slack·Email Real-time alert · 2 hours ago **utm\_campaign is empty on 97% of paid landings** since yesterday. Google Ads and Meta traffic is being attributed as direct. **Trackingplan** · monitor Since yesterday morning, sessions landing from Google Ads and Meta arrive with *utm\_source* and *utm\_medium* but no *utm\_campaign*: 11,400 sessions so far, across the 14 landing pages of the *Back to School* campaigns. GA4 is reporting them as *direct / (none)*. Organic and email traffic are unaffected. **Cause:** the new ad sets went live yesterday with a tracking template that never fills *utm\_campaign*. The old ad sets still do. One template to fix in the ad accounts. Paid sessions with utm\_campaign, %Since yesterday - Pixel monitoring ### Automatic detection for offline Pixels Pixels now power more than conversion tracking — they feed bidding, audiences, and personalization. Trackingplan monitors them in real time, catching missing pixels and misconfigured parameters before they silently disrupt the conversion data your ad platforms rely on. **Trackingplan** demo workspace **Sarah** · Paid Media Lead Pinterest conversions fell off a cliff — is the campaign dying? traffic\_vs\_conversions · pinterest · 14dinspect\_hits · pinterest checkout · last 24h **Trackingplan** **The campaign isn’t. The tag is.** Since Tuesday at 16:40 the Pinterest tag fires without `order_id` on 100% of checkouts, and Pinterest discards those. Clicks and landing sessions are flat versus last week. **Cause:** the variable `DL – order_id` was renamed in GTM release v92. One change, no budget decision needed. clicks *flat* · landing sessions *flat* · conversions −97% · since Tue 16:40 Suggested next actions [Give me the exact change](/#ask=Pinterest%20conversions%20fell%20off%20a%20cliff%20%E2%80%94%20is%20the%20campaign%20dying%3F) [Send this to #paid-social](/#ask=Pinterest%20conversions%20fell%20off%20a%20cliff%20%E2%80%94%20is%20the%20campaign%20dying%3F) [Tell me when it’s back](/#ask=Pinterest%20conversions%20fell%20off%20a%20cliff%20%E2%80%94%20is%20the%20campaign%20dying%3F) [Continue this thread with the agentSend](/#ask=Pinterest%20conversions%20fell%20off%20a%20cliff%20%E2%80%94%20is%20the%20campaign%20dying%3F) - Consent monitoring ### Protect your conversion signals from consent issues. Consent changes what data your pixels and marketing platforms can receive. Trackingplan monitors consent behavior and flags cases where data is sent too early, too late, or when it shouldn’t be — so your campaigns get the signals they’re supposed to. Posted to #privacy · 25 minutes ago Slack·Email Real-time alert · 25 minutes ago **Google Ads is firing before consent in DE** since the CMP update at 14:20. 38% of German sessions sent an ad hit before answering the banner. **Trackingplan** · monitor Since 14:20, the Google Ads conversion tag fires on page load for visitors in Germany, before the banner is answered, with *ad\_storage* set to *granted*: 1,236 hits so far. France, Spain and the UK still wait for the answer. GA4 respects the default and is unaffected. **Cause:** the 14:20 CMP update changed the default consent state for the *de* region to *granted*. One default to set back in the CMP, or in the Consent Mode initialization. DE sessions with a hit before consent, %Since the CMP update ## Some answers before the answers. ?What is Trackingplan? tp Trackingplan is your digital analytics agent. It works the way a digital analyst works: it sees the data as it is produced, monitors it continuously across 80+ providers, investigates what happened before it answers, and shows the evidence behind its conclusions. Ask it a question, give it a task, or let it run an automation. It works from your actual traffic — not from assumptions — and can deliver the answer where your team already works: Slack, Teams, email, your app, or your IDE. ?What data does it actually see? tp Every request your website, iOS and Android apps, and server-side endpoints send to 80+ providers — including GA4, Meta, Google Ads, TikTok, Bing, Mixpanel, Segment, Amplitude, Snowplow, your CDP, and your consent stack — plus the dataLayer underneath them. Trackingplan captures the schema, values, providers, consent signals, timing, and implementation context as data flows through your stack. The agent reasons over your actual traffic and its history, rather than filling gaps with a model’s guess. ?Why not use a general assistant with an MCP on our warehouse? tp **Because an AI agent can only reason about what it can see.** A warehouse tells you what data eventually arrived. It doesn’t tell you whether the pixel fired correctly this morning, whether a consent state changed, whether a GTM release dropped a parameter, or whether Meta started receiving a different payload after a deployment. By the time the problem reaches the warehouse, the evidence about how the number was produced may already be gone. Trackingplan starts at that layer. It observes the hits, dataLayer, pixels, SDKs, server-side payloads, consent signals, and implementations that determine what eventually reaches your analytics stack. It automatically builds the schema and semantic context around your real traffic, so the agent can understand what happened, what changed, where it happened, and whether the resulting data can be trusted. ?Another tool to configure? tp **No.** Trackingplan is designed to start observing without asking you to build a data model first. Add one tag, pixel, server-side connection, or our iOS/Android SDK. No tables to expose, no relationships to define, no semantic layer to build, and no tracking plan to configure before the agent can start working. As data flows in, Trackingplan automatically infers your schema and semantic model from what is actually happening. ?What about privacy and PII? tp We are fully committed to respecting user privacy and maintaining compliance with global privacy regulations such as GDPR and CCPA. Trackingplan only observes the data your site or app is already sending to analytics or marketing tools — and only for the purpose of monitoring tracking quality and detecting implementation issues. - **Cookies.** Trackingplan does not use cookies. Our SDK only uses local storage to keep working locally, never to identify users across sessions or transmit that information to our servers. - **User IDs.** If your site or app sends user IDs to your analytics or ad vendors, Trackingplan inspects these requests as part of its monitoring. These IDs are never stored, linked, or enriched. All data is anonymized or masked on the user’s device before being forwarded for analysis. - **Fingerprinting.** Trackingplan does not use any form of fingerprinting. We do not collect device characteristics, behavioral patterns, or any other data used to generate unique identifiers. In short: Trackingplan never introduces new tracking mechanisms, never stores personal data, and never builds user profiles. We act only as a passive observer of the data you’re already sending to your vendors, with strict safeguards against access to personally identifiable information. If you want to review the decompiled script under NDA, contact our support team. For a complete overview, visit our Privacy & Security documentation. ?Prevention cannibalizes my billable hours. tp **It should cannibalize the work nobody wants to bill for.** For agencies and consultants, the value isn’t in spending hours manually checking pixels, chasing broken implementations, or answering the same tracking question for the tenth time. It’s in being able to take on more sophisticated work, serve more clients without adding proportional headcount, and spend your time where expertise actually matters. Trackingplan automates the repetitive operational layer. Your expertise stays in the loop where judgment matters. [Still have questions? Book a demo · 30–45 min →](/demo) Book a demo ## Let’s see if we’re a match, data-style. This isn’t a sales call. It’s a chance to understand what matters most to you, discuss any data quality concerns you may have, and share practical ways Trackingplan could support your goals, if it makes sense. [Book a demo →](/demo) [Start free trial](https://app.trackingplan.com/signup) **Chats** × Send Sample workspace. Answers are scripted — the real one reads your traffic.