Ad operations is the technical layer behind advertising: implementing tags and conversion tracking, managing product feeds, importing offline conversions from the CRM, and configuring attribution so platform reporting reflects real business outcomes rather than platform-favourable estimates.
Platforms grade their own homework
Every ad platform reports conversions it believes it caused, using its own attribution window and view-through rules. Add the reported conversions across Google, Meta and LinkedIn and you will often exceed the number of sales you actually made. Each platform is not lying; each is claiming overlapping credit.
Fixing this means consistent tracking, offline conversion imports so platforms optimise toward real revenue rather than form fills, and one source of truth outside the platforms for allocating budget.
Process
How we deliver it
Process flow for Ad operations
01
Audit the tracking
Every tag, trigger and conversion action currently firing.
02
Standardise
Consistent event naming and values across all platforms.
03
Move server-side
Recover signal lost to browser restrictions.
04
Import offline conversions
Feed CRM outcomes back so platforms optimise on revenue.
05
Reconcile
One reporting view outside the platforms for budget decisions.
Deliverables
What you receive
Tracking audit with issues found and fixed
Server-side tagging with consent handling
Offline conversion import from your CRM
Product feed configuration and error monitoring
A cross-platform reconciliation report
Engagement shape
Four to eight weeks for setup, then included in a paid media retainer or maintained separately.
Stack decisions follow the problem. This is where we usually start, not a fixed menu.
Frequently asked
Questions we get about this
Why do our platform numbers disagree with our CRM?
Overlapping attribution, view-through conversions, cross-device gaps and differing time windows. Some divergence is unavoidable. What matters is having one consistent source outside the platforms for deciding where budget goes.
Is server-side tracking legal under the DPDP Act?
Yes, when consent is captured and honoured and personal data is handled lawfully. Server-side tagging actually improves control, because you decide what leaves your infrastructure rather than a browser tag deciding for you.
Talk it through before you commit
A discovery call is a working session on your constraint, not a sales pitch.
