Sales reconciliation
Platform conversions compared with real orders before any decision.
/INDUSTRIES / B2C / INSIGHTS
B2C Marketing Insights
Practical notes on measuring consumer marketing when customers move between phones, ads, shops and marketplaces, and consent limits what can be tracked.
B2C buyers decide fast and forget faster. Visibility, trust signals, and frictionless paths to purchase are everything.
/01
THE SITUATION
Consumer journeys are short but scattered. A customer sees a video on a phone, searches the brand on a laptop and buys in a marketplace or a store. Consent banners, browser restrictions and ad blockers remove part of the data, and each platform reports its own version of the truth.
/02
WHY IT MATTERS
Platforms often claim credit for the same sale, so the sum of reported conversions is larger than actual sales. Budget decisions made on those numbers favor the channels that report most generously, not the ones that sell most.
/03
HOW WE APPROACH IT
We reconcile platform reports with real sales, set up consent mode and server-side tracking where volume justifies it, and add simple tests, such as pausing a channel in one region, to check what each channel really adds.
/NOTES FROM THE WORK
What consumer brands often discover when numbers are checked.
- Ad platforms together report more sales than the business made
- Visitors who refuse cookies are invisible in reports, with no model to estimate them
- Marketplace and store sales left out of marketing results
- New and returning customers mixed in one revenue figure
/WHAT THE WORK COVERS
Consent-aware tracking
Consent mode and server-side tagging set up where it pays off.
Incrementality tests
Simple experiments that show what a channel really adds.
Tracking setup
GA4, Google Tag Manager, consent mode, and server-side tagging where the ad spend justifies it.
Dashboards
Looker Studio reports built around the decisions you make each month, not around every available metric.
/WHAT WE MEASURE
- /01
Cost per new customer
Across channels, based on real sales.
- /02
Returning revenue
Sales from existing customers, reported separately.
- /03
Channel contribution
Estimated from tests, not only from platform claims.
- /04
Tracking coverage
How much of your traffic can be measured after consent.
/HOW LONG IT TAKES
/01
Tracking audit
We list every tag, event and conversion, and check each one against what really happened on the site.
/02
Rebuild and validate
Broken or missing tracking is rebuilt and tested against orders, calls or CRM records.
/03
Reporting and review
A monthly review of the numbers that matter, with the decisions they support written down.
/FAQ
Each platform counts conversions after its own clicks and views, without seeing the other. Comparing their totals with your real sales shows the overlap.
It depends on ad spend and on how much data browsers lose. The tracking audit estimates that before any investment.
Yes, through marketplace exports or reports, added to your own shop data in one dashboard.
Access to analytics and the platform, one person who can approve changes, and an honest picture of what has been tried. Two hours in week one, then a weekly checkpoint.
Not always. It pays off when ad spend is significant or when browser tracking loses a large share of conversions. The tracking audit tells you which case you are in.
FIND OUT WHAT YOUR B2C DATA IS MISSING
We start by comparing what each ad platform says it sold last month with what your business really sold.
REQUEST A TRACKING AUDIT
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