POAS · Offline Conversions · sGTM · CAPI

Your ad platforms are bidding on the wrong number.

We rebuild the measurement layer between your data and your P&L. Our job is to make sure Google Ads, Meta and TikTok optimize for profit rather than clicks. Let us handle the audit and implementation as part of an ongoing partnership.

See how we work
Written scope before we start Fixed prices hold Documented delivery, always

Live ad-spend example

Google Ads is optimizing for
Revenue as conversion value
€187k
Your P&L sees
Actual profit after COGS + returns
€41k
Gap the bidding model can't see
Low-margin SKUs scaled at high spend
78%
POAS setup routes profit as the conversion value.

Where our team built their experience

Aero Agency Alter Solutions Bond Burson CPAP Cupido Fairwalter For Days Fora Golden Group M Le Gramme Loja do Shampoo Maven Mindalizer Publicis Groupe Skyline Digital
The problem

The metric you optimize toward decides where your budget goes.

When Google Ads is bidding on revenue, it's scaling your products with the lowest margins. When your Meta lead campaigns optimize for form fills, you're paying to acquire leads that never close. And when Consent Mode v2 is misconfigured, half your conversions never even reach the platform.

This will quietly steer your budget off course, month after month, until CAC drifts significantly and someone asks why.

The solution

We rebuild the tracking layer behind your ad platform bids.

Better Data Today rebuilds the measurement layer end-to-end, including GA4, server-side GTM, Meta CAPI, Google Ads Enhanced Conversions, Consent Mode v2, and offline conversion routing. Every implementation is designed to feed the bidding model the numbers that matter: profit instead of revenue; closed deals rather than form fills.

The same tracking layer, now accountable to your P&L.
Everything analytics

What we do.

End-to-end tracking across web, app, and paid, built to feed the numbers your CFO cares about.

Value-based bidding & POAS
Product margin routing to Google Ads and Meta POAS conversion setup Enhanced Conversions with SKU-level value Dynamic conversion value from CRM or product feed
Offline conversions & CRM routing
Google Ads OCI Enhanced Conversions for Leads Meta CAPI closed-loop attribution LinkedIn OCI HubSpot / Salesforce → ad platform pipelines
Server-side & Consent
Server-side GTM (Stape, GCP) Google Consent Mode v2 Consent management (Cookiebot, OneTrust)
Analytics & Reporting
GA4 event tracking GA4 ecommerce GA4 ↔ BigQuery connection Looker Studio dashboards
Ecommerce & App
Shopify tracking (theme dataLayer, Web Pixels, Checkout Extensibility) Firebase app tracking (iOS/Android) MMP setup (AppsFlyer, Adjust) CDP tracking setup
Documentation & Ops
Tracking plans DataLayer specs Tracking audits (0–100 Quality Score) Debug & tracking improvements Q&A / general support
Pricing

Three ways to work with us.

The same senior tracking practice and delivery quality, in whichever shape fits the work you need done.

Audit

Tracking audit

Project

Fixed-price project

Retainer

Ongoing partnership

When it fits
When something feels off, risky or ambiguous, and you want answers before commiting to a build. This is the typical entry point for POAS readiness or a paid-media measurement review.
When you have a defined implementation, migration, or rebuild in mind, with a clear before-and-after state, such as a POAS setup, sGTM and CAPI, Consent Mode v2, offline conversion routing, a GA4 migration, or an ecommerce launch.
When you want a senior tracking partner on call for ongoing work, from quick fixes to larger builds, without needing to hire full-time.
Billing
You get a small, fixed-scope engagement, typically 4–8 hours depending on how many platforms are in scope.
You get a scoped estimate at a fixed price that holds unless the scope changes. Most projects starting at 24+ hours.
You get a monthly block of hours with priority queue access and a 48-hour average turnaround.
What you get
Written findings, prioritized recommendations (Critical → Low), a 0–100 tracking quality score, and a clear next step.
A working setup, tracking plan, QA pass, full documentation, and a proper handoff. A post-launch QA window is part of the package.
Continuous progress at whatever scale the month needs, from a senior lead who already knows your stack. Always count on monthly reviews with documented deliveries.
Price
from €500 for a 4-hour audit
from €4,000 for a scoped build
from 10 hrs/mo priced per commitment
Book an audit →

Running an agency? We work with a small number of agencies on a wholesale partnership basis.

See the Partner Program →
The process

How we get the work done.

Whichever engagement model you pick, you get a same-day reply and the same rigor every time.

Discovery

Within 48 hours of you reaching out, we map the account, the stack, and the risks. You get a written scope within a week, before we touch anything.

Deliver

Requests flow through ClickUp, docs, or Loom, with senior execution only. Every change runs through our QA checklist before it ships.

Document & review

Everything we implement is documented. Audit clients get a written report they can act on, with or without us. Project clients get milestone reviews. Retainer clients get a monthly review.

Also included

Every engagement comes with a one-page technical quality checklist to validate requests, reduce back-and-forth, and minimize mistakes. And every audit comes with a 0–100 tracking quality score.

What makes us different

Why us over freelancers and agencies

✓Senior execution only. No junior handoffs and no offshore stack
✓Direct access to the senior lead, with no account-manager layer
✓Written scope and documentation on every deliverable
✓The price holds on audits and projects. If the scope changes, we tell you before we do the work
✓48-hour average turnaround, a named senior lead, and a written SLA on retainer
✓Cross-platform depth across GA4, Meta CAPI, Google Ads, TikTok, sGTM, Firebase, BigQuery, and Shopify
✓Specialization in value-based bidding and POAS
✓Async-first, with ClickUp, Loom, and docs instead of back-to-back calls
Testimonials

What clients say.

In-house teams and agencies across retail, fintech, DTC, and B2B run their tracking on Better Data Today, from the US to the UK, Switzerland, Portugal, and Spain.

Read the full case studies →

FAQ

Common questions.

How do I know if I need a tracking audit?
Three signals: your CAC is drifting up quarter-over-quarter; your Google Ads / Meta reports show more conversions than your CRM does; or your product team is asking why GA4 says one thing and Shopify says another. Any of those is a sign that it's time to book an audit.
What's included in a POAS readiness check?
A 4-hour audit of your current ad platform conversion setup, product margin data flow, and value-based bidding readiness. You get a written report with a prioritized fix list and a 0–100 readiness score. It costs €500 and there's no obligation to continue.
Which tier should I pick?
We recommend a tracking audit if something feels off and you want answers before you invest. Go with a fixed-price project if you have a defined implementation with a finish line. Choose a retainer if the work is ongoing, so you can benefit from the priority queue and a senior lead by your side.
Can I move between tiers?
Yes, and most clients do. Common paths include Audit → Project (to fix what the audit surfaced), or Project → Retainer (to keep the practice on once ongoing volume becomes clear).
Is the retainer billed hourly, or as a flat fee?
You get a monthly block of hours with a utilization report. We scope the block on the discovery call based on what your ongoing work looks like.
What's included in a fixed-price project?
Discovery, tracking plan, implementation across the platforms in scope, validation, and documentation. Also count on weekly checkpoints and a post-launch QA window, so you're not billed for fixing our misses.
What if we're an agency, not an in-house team?
Agencies work with us through our Partner Program: wholesale rates, limited slots per year, application-based. See that page for details.
How do I submit work?
ClickUp is the default. Google Docs, Sheets, and Loom recordings all work too. We recommend breaking large asks into smaller tasks so we can ship in parallel.
What's out of scope?
No general data analysis / insights consulting. No admin or server infrastructure support. No custom application code beyond what tracking requires.
How fast can we get started?
You'll get a same-day reply, a discovery call within 48 hours, and a written scope within a week. Audits typically kick off within five business days of a signed scope, and retainers start as soon as access is in place.
Ready when you are

Send us the account. We'll tell you what it's costing you.

A POAS readiness check costs €500, takes 4 hours, and ends with a detailed written report. We'll look at your ad platform conversion setup, name the gaps, and quantify the ad-spend margin they're costing you. Zero pressure to continue.

Book a POAS readiness check →