Most businesses have three lead counts and no idea which one is true. We reconcile them, find the cause, fix it at the source and send closed deals back to the ad platform, so the next budget decision is made on numbers that agree.
Conversion tracking is the set-up that records a lead or sale, attributes it to the campaign that produced it and reports the same number in GA4, the ad platform and the CRM. Apexure reconciles the three counts, fixes the cause of any disagreement at the source and sends closed deals back to the ad platform.
A manufacturer's GA4 showed more than 150 leads in a month against about 80 real ones. The extra were form tests from two agencies, with a cookie picked up on a sister brand's site, so they reported as referrals from it. Ten minutes in a GA4 exploration with a country filter showed which were real. We added IP exclusions and hard-coded a US and Canada rule into the lead event itself.
HubSpot reports conversions by click time by default, so a lead that clicked in June and converted in August moves June's numbers. One agency's reporting tool had captured 23 of 177 leads for that reason, and because it deleted the lead event when the contact became a deal. The fix is to report by conversion time, keep leads as permanent events and backfill ninety days.
Google Ads optimises on what it can see, which is usually form fills. For an industrial supplier we captured the click ID and UTMs through the website form into Salesforce, so closed deals can go back as offline conversions and bidding learns from revenue.
For a home-services company on Service Titan, each page variant in an A/B test got its own scheduler ID, so the winner is decided on booked jobs and revenue rather than on top-of-funnel form fills.
Startups to enterprises, most of them in the UK and US. The tracking work usually starts after a page or a site, once someone asks why the numbers do not match.
Reviews from clients whose lead tracking we set up alongside their pages.
“I launched 3 new landing pages yesterday and within 24 hours the Cost Per Lead and all other performance metrics have improved drastically. The process to getting there was efficient.”
“They helped create two landing pages for different lead campaigns that we run. Each landing page included an additional form or survey which has greatly increased our number of leads, but also our quality of information. I'd highly recommend Apexure if you want high quality landing pages to improve on any PPC campaigns that you run.”
“They created an excellent landing page for my Facebook ads campaign and helped me understand what metrics to look at to see what converts better and what information we could test to get better results. The landing page we have made has 100% improved my business.”
Figures as found in the clients' own systems during the work. Clients are not named here. Ask on a call and we will walk you through the account.
"Apexure have been incredible to work with from start to completion. They took the time to learn about our project and brought their expertise in conversion to the new site. Work is prompt and accurate, coupled with great communication throughout."
Because they count different things at different times. GA4 counts events in a browser session, Google Ads counts conversions attributed to a click, and a CRM counts records a person created or imported. Add test submissions, duplicate tags, consent settings and a plugin writing two cookies, and three honest systems will disagree by half. The fix is to decide which system is the source of truth for each number, then make the others match it.
A check of what GA4 is actually measuring against what you think it measures. Events and key events, filters, internal traffic, cross-domain tracking, consent mode, the link to Google Ads, and whether the numbers reconcile with your CRM for the same period. You get a list of what is wrong, what it costs you in decisions, and the fix for each.
Sending outcomes that happen after the click, such as a qualified lead, a proposal or a closed deal, back to the ad platform against the original click ID. Google Ads and Meta then optimise on those outcomes rather than on form fills. It needs the click ID captured at the form and carried into the CRM, which is most of the work.
Joining closed revenue to the lead that produced it, and the lead to the click, campaign or page that produced the lead. It sounds simple and it usually breaks in three places: the click ID is not captured, the CRM overwrites the lead when it becomes a deal, and the ad platform attributes by click time so history keeps moving. We fix all three.
GA4, Google Tag Manager, Google Ads, Meta and LinkedIn on the tracking side. HubSpot, Salesforce, Zoho, GoHighLevel, Service Titan and CRMs we have built on the other end. Forms in Gravity Forms, HubSpot, Unbounce, Webflow, WordPress and custom code.
The reconciliation and audit take one to two weeks depending on how many systems are involved. Fixes range from an afternoon to a few weeks if offline conversions need a CRM change. You get a dated plan after the audit.
No. We do not do media buying or sell SEO retainers. We fix what happens after the click and hand your ads agency cleaner data. If you need someone to run the ads, we will introduce you to people we trust.
Corrected tracking in accounts you own, a written record of what was wrong and what was changed, offline conversions running if they were in scope, and a one-page report that refreshes itself. If you want us to keep an eye on it, our support hours cover that with no contract.
Tell us what GA4 says, what the ad platform says and what the CRM says for last month. We will come back with why they differ and a fixed price to make them agree.
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