An ecommerce brand was making major budget decisions based on attribution data that was fundamentally broken. Purchase events were firing multiple times, Meta was overclaiming conversions, Google was undercounting, and the internal reporting didn't reconcile with actual revenue. The team had no reliable way to know which channels were actually working.

Conducted a full conversion tracking audit across Meta Pixel, Google Tag, and GA4. Identified duplicate purchase event fires caused by a site migration that had never been properly QA'd. Fixed event architecture, deduplicated conversion signals, and implemented a server-side tagging layer to improve match quality. Built a unified KPI dashboard that pulled from ad platforms and backend revenue data to give the team a single source of truth. With clean data, the team was able to reallocate budget away from channels that had appeared to perform well but weren't actually driving revenue.