Services · Conversion tracking & attribution

Your ads are optimizing
to the wrong thing.

If Google and Meta only see form fills, they'll find you more form fills, not customers. I connect your ad platforms to what actually happens in your CRM, from qualified leads to closed-won revenue, so the algorithms bid on buyers. The tracking problems even platform support can't untangle are my specialty.

Enhanced Conversions Meta CAPI GCLID & offline conversions HubSpot Salesforce GTM & GA4 Zapier
Get a tracking audit →
Sound familiar?

The tracking problems nobody can fix.

⚠️

Enhanced Conversions stuck on “needs attention”

You've opened tickets with Google support, gone in circles and still don't know why match rates are low.

📉

Meta reports half of what your CRM shows

The pixel misses events, CAPI double-counts them, or event match quality is too low for Meta to learn.

🔗

The GCLID never makes it to the CRM

Click IDs get lost between the landing page, the form and HubSpot or Salesforce, so offline conversions are impossible.

🎯

Optimizing to form fills that never close

The platforms are doing exactly what you told them: finding more junk leads, cheaply.

What I fix

From click to closed-won, connected.

🛠️

Enhanced Conversions troubleshooting

I find out why Google can't match your conversions and fix it, whether you use the tag, GTM or the API.

  • Hashed email and phone formatting
  • Tag timing and form data capture
  • Consent mode and diagnostics
📡

Meta Conversions API

Server-side events that survive browsers and ad blockers, deduplicated against the pixel.

  • CAPI setup and event IDs
  • Deduplication with the pixel
  • Event match quality
🔗

GCLID capture & offline conversions

Click IDs captured, persisted across pages and stored in your CRM, then sent back as offline conversions.

  • Hidden fields and cookie persistence
  • GCLID and fbclid storage in the CRM
  • Offline conversion imports
⚙️

CRM event configuration

HubSpot and Salesforce lifecycle and deal stages mapped to conversion actions in Google and Meta.

  • MQL, SQL, opportunity and closed-won events
  • Conversion values from deal amounts
  • Zapier or native integrations
🏁

Bottom-of-funnel optimization

Once real outcomes flow back, I move bidding to the events that make you money.

  • Primary vs. secondary conversion goals
  • Value-based bidding
  • Closed-won revenue as the target
🔍

Tracking audit & QA

A full map of every event from ad click to closed deal, with the gaps and duplicates flagged.

  • GTM and GA4 audit
  • Platform vs. CRM reconciliation
  • Attribution windows and settings
How a tracking fix works

Audit, rebuild, validate, optimize.

01

Audit

I map every event from click to closed-won and find where data drops.

02

Rebuild

I fix tags, capture click IDs and connect your CRM to the ad platforms.

03

Validate

I reconcile platform numbers with the CRM until they agree.

04

Optimize

I switch bidding to bottom-of-funnel goals and let the algorithms learn.

Case study · Conversion tracking

A measurement gap open for years,
closed in weeks.

Client · CardFlight, payments SaaS
Google Ads Meta Lower-funnel tracking Zapier Salesforce

The situation

CardFlight's ads could only see the top of the funnel. Applications, approvals and activations happened in other systems, so Google and Meta were optimizing blind. The team had lived with that gap for years.

What I did

  • Implemented lower-funnel conversion tracking for applications, approvals and activations.
  • Connected the key systems through Zapier so downstream events flow back to the ad platforms.
  • Moved campaign and budget decisions onto lower-funnel data instead of form fills.
“Faysul strengthened our measurement foundation by implementing lower-funnel conversion tracking for applications, approvals, and activations.”Ethan Kirk, marketing leader at CardFlight
Let's talk about yours →
The results
Weeks
to fix a tracking gap the team had lived with for years
3
lower-funnel events tracked: applications, approvals, activations
What better tracking is worth
+420%
ROAS after connecting Meta CAPI and Google Ads to the CRM (in-house at Spiffy)
+90%
closed deals for Kent by optimizing to lead quality
+160%
revenue on fewer, better leads
Weeks
not years, to fix what others couldn't
FAQ

Questions I get a lot.

How do you set up Enhanced Conversions?

Enhanced Conversions isn't just a setting you switch on in Google Ads. For it to work, you need custom variables and tags in Google Tag Manager: data layer variables that capture the customer's email and phone at the moment they submit, a user-provided data variable set to manual configuration, and a separate User-Provided Data event tag that fires on the same trigger as your conversion tag. Automatic collection reads the page before the form is filled, which is why so many setups show low match rates.

Do you use the Google tag?

Yes, and I install it through Google Tag Manager. That gives tag deployment a safer pathway that never touches your site's code, so a tracking change can't break your website. It's the one and only way I recommend handling conversion tracking and tag management.

Our HubSpot form conversions stopped tracking. Why?

Forms built in HubSpot's newer forms editor don't send the older message events most tracking guides rely on. They fire their own browser events, and field names come back with a prefix. I build a listener that handles both old and new forms and pushes clean values into the data layer for your conversion and Enhanced Conversions tags.

What's the difference between offline conversion import and Customer Match?

Offline conversion import tells Google which ad click became an application, approval or closed deal, matched on the GCLID, so bidding optimizes to real outcomes. Customer Match just uploads a list of people to target or exclude. Vendors often blur the two; only the first improves bidding.

Can Meta use the GCLID?

No. Meta matches conversions on hashed email, phone and name through the Conversions API, so CRM events sent to Meta are keyed on the lead's contact details. Meta's old standalone Offline Conversions API was retired in 2025; the Conversions API is the supported route.

Google support couldn't fix our Enhanced Conversions. Can you?

That's some of my favorite work. The usual causes are how hashed customer data is formatted, tags firing before form data exists, consent settings and conversion actions that don't match. I trace each one until match rates recover.

Do you work with HubSpot and Salesforce?

Yes, both. I map lifecycle and deal stages to conversion actions and send them back to Google and Meta natively or through Zapier.

Will our reported numbers change?

Usually, yes. Platform numbers often drop to match reality first, then performance improves because the algorithms are learning from real outcomes. I reconcile everything against the CRM so your team trusts one number.

Testimonials

What people say.

What clients, managers and colleagues say about working with me.

Faysul strengthened our measurement foundation by implementing lower-funnel conversion tracking for applications, approvals, and activations, connecting key systems through Zapier, and improving the data available for campaign and budget decisions. He clearly understands that successful paid acquisition requires more than campaign management: it depends on sound measurement, ongoing testing, strong positioning, and a workable end-to-end funnel.
EK
Ethan Kirk
Marketing leader at CardFlight — client
He's incredibly analytical, but not in a way that slows things down — he uses data to actually move things forward. He has a deep understanding of paid media and the full customer journey, and is always thinking about how everything connects rather than optimizing in silos. He asks smart questions, catches things others miss, and consistently turns insights into action. Beyond that, he's just great to work with. Collaborative, engaged, thoughtful, and brings a really positive energy to the team. Would work with him again in a heartbeat.
CC
Charlotte Carey
Account Based Marketing Leader — managed Faysul directly at EverCommerce
Faysul demonstrated exceptional commitment and dedication, playing a pivotal role in our growth story. His expertise in paid advertising strategy and insightful contributions significantly propelled our company's success across B2B and B2C audiences. His ability to make tough budget decisions, coupled with his innovative approach, truly set him apart. I am confident that his skills and determination will lead to remarkable achievements.
GL
Grayson Leverenz
Founder at Groove GTM | CMO — senior to Faysul at Spiffy
He possesses a unique blend of creativity, analytical skills, and a deep understanding of market dynamics, which he leveraged to drive our growth initiatives successfully. During his tenure of over two years, his contributions were not only numerous but also invaluable — he is a wealth of knowledge when it comes to digital marketing, go-to-market strategy, PPC, SEO, social advertising, and measurement and data analytics. Any organization would be fortunate to have Faysul on board.
BC
Brian Chapman
VP of Growth at ReFiBuy.ai — managed Faysul directly at Spiffy
Faysul was a key member of our marketing team, especially in transitioning to Google Analytics 4. His knowledge of GA4 proved essential in generating detailed reports that guided our strategic choices. His adeptness in managing digital ad campaigns, using data, and aligning with company objectives showed his capacity to turn complex data into practical marketing strategies. A valuable addition to any team working on growth marketing and digital strategy.
KS
Kelsey Sullivan
Creative Director at RW3 CultureWizard — same team as Faysul at Spiffy
Faysul surprises you. He is continuously bringing in new ideas and easily formulates them to become presentable and functional. He has the ability to analyze different scenarios and constructs, bringing new inferences always. He is an excellent communicator — articulate and clear. He demonstrates a profound professional work ethic with a continuous ability to learn. He is an essential team player and would without a doubt be a productive dynamic to any endeavor he undertakes.
LA
L'na Arjan
Project Manager | Corporate Communications Team Lead — managed Faysul directly at Edelman
He has enthusiasm, energy and his relationship with colleagues is one of commitment and respect. He's passionate for his job and the industry, which I personally find amazing. Straight to the point and very concise, which helps a lot in the creative process — he offers really smart insights, too. Also, he's always looking for different approaches for some problems. If you want an articulated “fresh” thinker I do suggest you talk to him.
FC
Fabio Caveira
Associate Creative Director — same team as Faysul at VMLY&R
I have had the privilege of working with Faysul for the past two years. Through those years, I have seen Faysul work really hard to achieve his goals while not hesitating to go the extra mile. Faysul is a creative thinker and possesses a can-do attitude, he is a pleasure to work with and passes huge energy of positiveness to his colleagues.
SA
Saif Abdo
Procurement Department Head at Samsung Electronics — same team as Faysul at Samsung
Faysul is a hard-working individual and a self-learner. I've been working with Faysul for the past 2 years, and he is definitely an asset to the marketing team. He's been excellent in handling our social media agencies and has a very good eye for details. He has been consistent in delivering results.
HM
Hani Morrar
Founder of The Olive Tree — same team as Faysul at Samsung

Find out what your ads are really optimizing to.

Book a tracking audit. I'll map every event from click to closed-won and show you where the data breaks.

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