Deep Tracking Review — Cross-Referenced & Verified
Methodology
Our first pass produced false negatives — we claimed two Shopify sites had broken Meta tracking when it was actually working behind cookie consent. We now use a two-layer verification:
- Layer 1: Ad platform data as ground truth — ROAS numbers from the Weld API don't lie. 0.00x ROAS = zero conversion values flowing. Period.
- Layer 2: Browser forensics — Playwright site inspection explains why tracking is broken and provides specific technical evidence for outreach.
flowchart LR
A[Weld API Data] --> B{ROAS > 2x?}
B -->|Yes| C[Tracking Working]
B -->|No| D[Browser Forensics]
D --> E{Pixels installed?}
E -->|No| F[CONFIRMED: No tracking]
E -->|Yes| G{Conversion events fire?}
G -->|No| H[CONFIRMED: Install & forget]
G -->|Yes, after consent| I[FALSE ALARM: Consent-gated]
style F fill:#ef4444,color:#fff
style H fill:#ef4444,color:#fff
style I fill:#22c55e,color:#fff
style C fill:#22c55e,color:#fffCorrected Findings: All 14 Clients
CONFIRMED BROKEN — 6 clients, $145.5K/mo at risk
| Client | Spend | ROAS | Conversions | Conv. Value | Browser Evidence | Confidence |
|---|---|---|---|---|---|---|
| MIRACLE Surrogacy | $105.8K | 0.03x | 237 | ~$3.2K | Meta pixel "unavailable" (ID 284895237843332 rejected), Google Ads AW-944352797 loads but zero conversion events, JotForm iframe blocks form tracking, no call tracking despite prominent phone # | 100% — data + browser |
| Abode | $11.3K | 0.00x | 81 | $0 | 3 pixels loaded (Google Ads ×2, Meta, TikTok) — zero conversion events fire across entire funnel. window.gtag doesn't even exist. Mixpanel tracks funnel internally but siloed from ad platforms. |
100% — data + browser |
| Johnny Tsunami | $10.7K | 0.03x | 178 | ~$320 | ZERO tracking pixels installed. PixelYourSite WP plugin present but unconfigured for Google. Two GTM containers blocked by WP Rocket. GCLID hidden fields in forms never populated. | 100% — data + browser |
| ZoomLion (APEC) | $15.6K | 0.31x | 475 | ~$4.8K | Landing page sistemas.lexema.mx/zoomlion-registro/. Google Ads AW-16605973089 loads but ZERO conversion labels. Facebook pixel 571748259302577 fires PageView only — no Lead event. GTM form submit listener initialized but no tags wired to fire. WPForms AJAX submit with no conversion callback. |
100% — data + browser |
| New Tech Network | $1.5K | 0.00x | 4 | $0 | Site: newtechnetwork.org. Google Ads AW-952625853 loads on homepage but NOT on conversion page (/ntn-services/). Primary conversion is Calendly embed — no calendly.event_scheduled listener. No conversion linker. Facebook pixel fires correctly but also lacks Calendly event tracking. Two GTM containers (incomplete migration). |
100% — data + browser |
| UBN Uitzendbureau | $1.1K | 0.00x | 52 | $0 | Site: ubnuitzendbureau.com. Google Ads AW-833983303 loads but ZERO conversion labels. Job applications redirect to mijn.ubnuitzendbureau.com with NO cross-domain tracking. Contact form (Gravity Forms) has no conversion event. Second Facebook pixel (2445492822516735) broken — "Pixel not found." Facebook fires BEFORE cookie consent (GDPR violation). Piwik Pro blocked by Cloudflare CSP. |
100% — data + browser |
PARTIALLY BROKEN — 3 clients, $143.5K/mo
| Client | Spend | ROAS | Issue | Browser Evidence | Email Angle |
|---|---|---|---|---|---|
| Pardee Properties | $3.5K | 0.09x | 13 Google Ads conversion tags installed but enhanced conversions all disabled, conversion values near-zero ($7.71 avg for real estate leads), no offline conversion import, duplicate Meta pixel, dead UA property still loading, DNT/GPC blocking ~10-25% CA traffic. | GTM container (GTM-MFKX8HN) fully inspected. AW-860759403 with 13 conversion labels. GA4 G-62M3HB4QPW. Meta pixel 1369052894047771 loaded twice. Full audit: pardee-tracking-audit.md |
"We inspected your GTM container and found 13 conversion tags — impressive setup. The gap: conversions average $7.71 each. For Venice real estate leads, each should be $500-2,000+. Enhanced conversions are disabled on all 13 tags. We can help connect CRM closings back to ad clicks." |
| Wondersauce (Sixpenny) | $103K combined | 5.47x (Google) | Google tracking excellent. But no Meta pixel visible despite $25.9K Meta spend. After cookie consent, Meta loads in Shopify sandbox (pixel 330265544015891). | Meta only fires after consent + inside iframe sandbox. Google fires immediately pre-consent. Inconsistent consent implementation disadvantages Meta attribution. | "Your Google tracking is excellent at 5.47x. One thing we noticed — Meta pixel only loads after cookie consent while Google fires immediately, which may be under-attributing your $25.9K Meta spend." |
| Freshly Picked | $36.6K Meta | 2.36x | Server-side CAPI working (explains the 2.36x). But zero client-side ad pixels pre-consent. After consent, Meta pixel 738342779642612 loads. | Missing client-side deduplication + retargeting audiences. Consent-gating blocks 20-40% of traffic from pixel. | "Your 2.36x ROAS looks server-side driven. Adding client-side pixel alongside would unlock retargeting audiences and improve optimization signal." |
TRACKING WORKING — 4 clients, $67K/mo
| Client | Spend | ROAS | Evidence | Email Angle (NOT tracking) |
|---|---|---|---|---|
| Palm Codes (Arab Gift Card) | $21.7K | 32.84x | 5,793 conversions, ~$714K value | Performance monitoring — protect what's working |
| Panda Motor Works | $9.9K | 32.14x | 723 conversions, all campaigns >11x | Performance monitoring — alerting on drift |
| Route One | £18.3K | 12.82x | 2,985 conversions, smart category segmentation | Performance monitoring |
| Long Point (OverEZ) | $17.8K | 6.63x | 104 conversions, but PMax Over-Index at 1.54x eating 25% of budget | Budget reallocation opportunity |
NO DATA — 1 client
| Client | Spend | Status |
|---|---|---|
| Uncommon Insights | ~$16K AUD | Report not yet generated |
Deep Dive: The 3 Forensically Verified Cases
1. Abode — $11.3K/mo, 0.00x ROAS (CONFIRMED BROKEN)
What the data says: 81 conversions counted but $0 conversion value. Google's bidding algorithm has zero signal for which conversions are worth more.
What the browser proves:
| Pixel | Loaded? | Fires Conversions? | Evidence |
|---|---|---|---|
| Google Ads (AW-11035856750) | Yes, via GTM | NO | Zero gtag('event', 'conversion') calls. window.gtag doesn't even exist. |
| Google Ads (AW-16465370932) | Yes, via GTM | NO | Same — base tag only, no conversion actions |
| Meta (1545254816318762) | Yes | NO | Only fbq('track', 'PageView'). Zero Lead, CompleteRegistration, or Purchase events |
| TikTok (CIQOSM3C77UAB9CEBMSG) | Yes | NO | Only ttq.page(). Zero ttq.track() calls |
| GA4 (G-DMWK1H2JE5) | Yes | Pageviews only | No custom events |
Root cause: Classic "install and forget." Someone added pixel base tags via GTM (GTM-T8XSD7K) but never created conversion action tags. The React app tracks the full /save/ → /save/result → /loadup funnel in Mixpanel — but that data is completely siloed from ad platforms.
Pages tested: Homepage, /save/, /save/result, /loadup — zero conversion code on any of them.
The smoking gun: Conversion linker IS active (_gcl_au cookie set), meaning Google Ads click IDs are being stored in the browser. But with no conversion events to close the loop, those click IDs are never matched to outcomes. The infrastructure is all there — somebody just never connected the last wire.
2. Johnny Tsunami — $10.7K/mo, 0.03x ROAS (CONFIRMED BROKEN)
What the data says: 178 conversions with ~$320 total value. $10.7K spend with essentially nothing to show for it in Google's systems.
What the browser proves:
| Check | Finding |
|---|---|
| Google Ads tags | ZERO — not a single AW- ID anywhere in page source |
| GA4 | ZERO — no G- measurement ID found |
| GTM containers | Two found (GTM-M7RJGZSD, GTM-M6RQMHP3) but blocked by WP Rocket — script type changed to rocketlazyloadscript |
| Meta pixel | Three DIFFERENT pixel IDs across site (723313922499343 via PixelYourSite, 773877771688248 and 425115143179264 hardcoded on /quote/) — fragmented setup |
| PixelYourSite plugin | Installed, configured for Facebook ONLY. Google Ads = not configured |
| GCLID capture | Hidden fields exist in Gravity Forms but never populated — no conversion linker or gtag to read the URL parameter |
| Network requests | Homepage: zero Google tracking requests. Quote page: zero Google tracking requests |
| Call tracking | 4 phone numbers displayed, zero call tracking service |
Root cause: Multi-layered failure:
- PixelYourSite plugin configured for Facebook but not Google (despite $10.7K Google Ads spend)
- Two GTM containers exist but WP Rocket caching breaks them on homepage
- Even if GTM worked, no Google Ads conversion ID is configured inside either container
- Three different Facebook pixel IDs suggest multiple agencies/setups over time — nobody cleaned up
The smoking gun: GCLID hidden fields in Gravity Forms prove someone intended to track Google Ads conversions. They added the form fields, then never set up the JavaScript to populate them. Every form submission has an empty GCLID field.
3. MIRACLE Surrogacy — $105.8K/mo, 0.03x ROAS (CONFIRMED BROKEN)
What the data says: 237 conversions, ~$3.2K total value on $105.8K spend. For a service where each client pays $50-100K+, this is absurd. Even one properly tracked surrogacy engagement would show multi-thousand dollar ROAS.
What the browser proves:
| Pixel | Status | Evidence |
|---|---|---|
| GTM (GTM-WZWP9J6) | Loaded | Active, fires basic events |
| Google Ads (AW-944352797) | Loaded via GTM | NO conversion events. Only page_view sent. Zero conversion events. |
| GA4 (G-D17PSVBE41, G-7NXGJLXZ8S) | Active | Pageviews + scroll depth only. No custom events. |
| Meta (284895237843332) | BROKEN | Console error: [Meta pixel] 284895237843332 is unavailable. Pixel ID appears invalid or deactivated. |
| Bing (bat.bing.com) | Loaded | Base tracking only |
| LinkedIn (snap.licdn.com) | Loaded | Base tracking only |
| Hotjar | Active | Heatmaps only — not an ad platform |
| ClickCease | Active | Click fraud protection |
The JotForm iframe problem: The "Get Started" form at /get-started-form/ is embedded as a JotForm cross-origin iframe. JavaScript on the parent page cannot listen for form submit events inside the iframe. This is likely WHY nobody configured conversion tracking — it's technically harder than a standard form.
No call tracking: Phone number +1 (786) 789-3080 displayed prominently in header. No CallRail, CallTrackingMetrics, or any call tracking service. For a business where phone consultations are the primary conversion path, this is a massive blind spot.
The smoking gun: Meta pixel ID 284895237843332 is rejected by Meta's servers ("unavailable"). This means even the PageView base event isn't being recorded. Combined with no Google Ads conversion events, their $105.8K/month has essentially zero feedback loop to any ad platform.
4. ZoomLion/APEC — $15.6K/mo, 0.31x ROAS (CONFIRMED BROKEN)
What the data says: 475 conversions with ~$4.8K value on $15.6K spend. Some values tracked but deeply incomplete — 0.31x ROAS in MXN.
What the browser proves:
Landing page: sistemas.lexema.mx/zoomlion-registro/ (hosted by Lexema agency, not ZoomLion directly)
| Pixel | Loaded? | Fires Conversions? | Evidence |
|---|---|---|---|
| Google Ads (AW-16605973089) | Yes, via GTM | NO | Zero conversion labels (AW-xxxxx/label). Zero send_to calls. Only ads_pageview fires. |
| Facebook (571748259302577) | Yes | NO | fbq('track', 'PageView') only. No Lead event on form submit. |
| GA4 (G-SNHGWFJTXH) | Yes | Pageviews only | No custom events |
| GTM (GTM-P6MCJRBK) | Yes | Form listener broken | autoEventsSettings.fsl initialized but runIfUncanceled: [null, null] — no tags fire on form submit |
Root cause: The WPForms lead generation form submits via AJAX with no thank-you page redirect and no GTM trigger wired to the submission event. Conversion linker sets _gcl_au cookie — useless without conversion events.
The smoking gun: GTM's form submit listener is initialized but configured with null tag references. Someone started configuring form tracking in GTM but never completed it.
5. New Tech Network — $1.5K/mo, 0.00x ROAS (CONFIRMED BROKEN)
What the data says: Only 4 conversions at $0 value — likely auto-detected page visits, not real form fills.
What the browser proves:
| Pixel | Status | Critical Issue |
|---|---|---|
| Google Ads (AW-952625853) | Loads on homepage | Missing from conversion page /ntn-services/ |
| GA4 (G-TYH75J5BXG) | Active | Pageviews only |
| Facebook (467248353662419) | Active | PageView only, no conversion events |
| LinkedIn Insight (469545) | Active | Base tracking |
| Pardot (551492) | Active | Salesforce CRM integration |
| Hotjar | Active | Heatmaps |
Root cause: Primary conversion is a Calendly scheduling embed (calendly.com/d/dx9-mgx-875). No window.addEventListener('message', ...) handler checking for isCalendlyEvent. When someone books a meeting, zero tracking fires to any ad platform.
Additional issue: Two GTM containers (GTM-565RXNG and GTM-PH2SPQ6) suggest an incomplete migration. Google Ads tag only loads via one container which doesn't fire on the services page.
The smoking gun: They have Pardot (Salesforce marketing automation) active — meaning they DO have a CRM. The data exists to close the loop; nobody connected it to Google Ads via offline conversion import.
6. UBN Uitzendbureau — $1.1K/mo, 0.00x ROAS (CONFIRMED BROKEN)
What the data says: 52 conversions at $0 value. Likely auto-detected or GA4-imported page visits being counted as "conversions."
What the browser proves:
| Pixel | Status | Critical Issue |
|---|---|---|
| Google Ads (AW-833983303) | Loads post-consent | Zero conversion labels — no AW-833983303/xxxxx anywhere |
| GA4 (G-9VFCL42X4K) | Active post-consent | Pageviews only |
| Facebook #1 (1039978610474774) | Active | Fires BEFORE cookie consent — GDPR violation |
| Facebook #2 (2445492822516735) | BROKEN | "Pixel not found" error on vacancy pages |
| Piwik Pro | BROKEN | Blocked by Cloudflare CSP — their analytics platform doesn't work |
| Hotjar (3656286) | Active | Heatmaps |
| Cookiebot | Active | GDPR consent management |
Root cause: Multi-layered failure managed by ODIV agency:
- No Google Ads conversion labels = zero conversion attribution
- Job applications go to
mijn.ubnuitzendbureau.com— separate domain with no cross-domain tracking - Contact form (Gravity Forms on
/stel-een-vraag/) has no conversion event - Second Facebook pixel broken on the most important pages (vacancies)
- Piwik Pro (their chosen analytics platform) completely non-functional
The smoking gun: Applications redirect to a separate subdomain (mijn.ubnuitzendbureau.com) without cross-domain tracking. Every job application from a paid Google Ads click is invisible to the ad platform. The user journey breaks at the exact moment of conversion.
7. Pardee Properties — $3.5K/mo, 0.09x ROAS (PARTIALLY BROKEN)
What the data says: 41 conversions with ~$316 total value. For Venice Beach real estate, each lead should be worth $500-2,000+.
What the browser proves (via GTM container inspection — Cloudflare blocked direct access):
| Component | Status | Detail |
|---|---|---|
| GTM (GTM-MFKX8HN) | Active | Well-configured container |
| Google Ads (AW-860759403) | Active | 13 conversion tags with labels — impressive |
| GA4 (G-62M3HB4QPW) | Active | Pageviews + events |
| Meta (1369052894047771) | Active | Loaded TWICE (theme + WP plugin) |
| Universal Analytics (UA-9295989-1) | Active | Dead — should have been removed in 2023 |
This is NOT a missing-pixels case. Someone set this up professionally with 13 conversion actions. The problems are:
- Enhanced conversions disabled on all 13 tags — losing 5-15% attribution signal
- Conversion values average $7.71 — absurd for real estate. Each lead should be $500-2,000+
- No offline conversion import — closings happen months later, never feed back to Google
- DNT/GPC detection blocks 10-25% of California visitors from tracking
- Duplicate Meta pixel initialization wastes resources
Email angle: Lead with respect — "13 conversion tags is impressive setup. The gap is conversion values at $7.71 each and enhanced conversions disabled. We can help connect CRM closings to ad clicks."
Corrections From First Pass
| Client | First Pass Claim | Corrected Finding | Lesson |
|---|---|---|---|
| Sixpenny | "No Meta pixel installed" | Meta pixel works in Shopify sandbox after consent | Always test with cookie consent accepted |
| Freshly Picked | "No client-side pixels at all" | Meta pixel loads after consent, fires ViewContent | Shopify Web Pixels run in iframes — window.fbq won't exist on main window |
| Johnny Tsunami | "Zero tracking" | Mostly confirmed — but has 3 Facebook pixels (fragmented). Still zero Google tracking. | PixelYourSite plugin was configured for Facebook only |
What To Email About (And What Not To)
GREEN LIGHT — Lead with tracking issue
| Client | Opening Line |
|---|---|
| Abode | "We noticed your Google Ads, Meta, and TikTok pixels are all installed on abodemoney.com but none of them are configured to fire on conversions — meaning your $11.3K/mo has no feedback loop." |
| Johnny Tsunami | "Your Google Ads account is spending $10.7K/month but there's no Google tracking pixel on johnnytsunami.com. We also found empty GCLID fields in your quote forms — looks like someone started the setup but never finished." |
| MIRACLE Surrogacy | "We ran a technical audit on miraclesurrogacy.com and found two issues: your Meta pixel ID (284895237843332) is returning 'unavailable' errors, and your Google Ads tag isn't firing conversion events on the Get Started form. At $106K/month, that's significant." |
YELLOW LIGHT — Lead with optimization, mention tracking gap
| Client | Opening Line |
|---|---|
| Wondersauce | "Your Google Ads tracking is excellent at 5.47x ROAS. One thing we noticed — the Meta pixel on sixpenny.com only fires after cookie consent, while Google tracking fires immediately. This may be under-attributing your $25.9K Meta spend." |
| ZoomLion | "Your Google Ads is driving 475 conversions but only $4.8K in tracked value on $15.6K spend. Conversion values look incomplete — if we can close that gap, Smart Bidding will have much better signal." |
| Pardee Properties | "For real estate, the 0.09x ROAS typically means offline conversions (calls, showings, closings) aren't being tracked back to Google Ads." |
RED LIGHT — Do NOT claim tracking is broken
| Client | Why Not |
|---|---|
| Freshly Picked | Meta pixel works after consent. 2.36x ROAS confirms values flowing. |
| Route One | 12.82x ROAS = tracking working perfectly |
| Long Point | 6.63x ROAS = tracking working |
| Palm Codes | 32.84x ROAS = tracking working exceptionally |
| Panda Motor Works | 32.14x ROAS = tracking working exceptionally |