PPC Attribution Audit

// The Fit

Who this is for

This audit is built for a specific kind of business. If most of your sales go through an online checkout and nothing else, your tracking is probably close enough and you don't need me. The businesses where the numbers go badly wrong share a few traits:

UK ecommerce, owner-managed. You see the ad invoices yourself and you want to know what they buy.
Already running Google Ads. There is spend and history to examine. I am checking what is really happening, not starting from zero.
Orders arrive by phone, email or manual invoice. This is the important one. Every one of those orders is invisible to standard tracking, and if ads helped cause them, nothing is crediting the ads. The reverse also happens: platforms quietly claim credit for sales they had nothing to do with.

At one client, 69% of revenue arrived by phone or as manually created orders. Every dashboard said advertising was a minor contributor. Three independent methods showed PPC was originating £55,000 to £65,000 a year that no report credited to it. The full story, with verified figures, is in the case study.

// The Work

What I check

The principle is simple: your order data is the ground truth, and every claim a platform makes gets tested against it. Four strands of work, all included in the quote:

Reconciliation

Every pound of revenue your ad platforms claim, checked against your actual orders. Where the claims hold, I say so. Where they don't, you see by how much.

Invisible revenue

Whether your ads are originating phone, email or manual orders that nothing is crediting to them, and a defensible estimate of how much.

Wasted spend

Keywords, campaigns and settings that are spending money with no verifiable return, with the evidence attached.

Tracking health

Your conversion setup itself: what is double-counted, what is missing, and what would need to change for your reports to be trustworthy.

I need read-only access to every channel that generates visits or orders: your ad accounts, your analytics, and your store's order data. I change nothing. Your account and site are exactly as I found them when the audit ends.

// The Deliverable

What you get

A written report in plain English, and a call to walk through it. Specifically:

What your advertising verifiably produces, reconciled against your real order data. One number you can trust, with the working shown.
Where revenue is invisible to your current tracking, and what it's worth.
Where spend is being wasted, and what stopping it would save.
A prioritised list of fixes, each with what it's worth and what it would take.

Sometimes the audit finds that your tracking is broadly sound and your agency's numbers hold up. That happens, and it's worth paying to know. You keep the report, you've lost nothing but the agreed fee, and you can stop wondering.

// The Process

How it works

Access

A short call, then you grant read-only access to your ad accounts, analytics and order data. Half an hour of your time, total.

The audit

I dig for around two weeks. No meetings, no homework for you. If I find something urgent, like spend actively being wasted, I flag it straight away rather than saving it for the report.

The report

You get the written report and we walk through it on a call. What happens next is entirely up to you.

There is no obligation at the end. If you'd like me to fix what the audit found, we can talk about ongoing management. If not, the report is yours to act on, hand to your current agency, or file away.

// Next

Want to know your real numbers?

Email me a sentence or two about your business and roughly what you spend on ads. I'll tell you honestly whether the audit is worth your money, and quote you a price, before you commit to anything.

Email Pete [email protected]