Before we start implementing Google Ads and SEO strategy, we run FunkyOS through a tracking and attribution audit. Takes 1-2 days. Here is what we found on the first pass for a regional player operating across 4 markets.
Existing "tracking setup" built by a third-party dev firm. Any surface-level audit would have shown the container as "configured." It was doing nothing.
Ads divided by GA4 match rate, by country. The industry shrugs this off as "fine."
The client was losing 30-50% of attribution on every campaign. They were making spend decisions on half the data. An Ads-to-GA4 match rate under 90% is not "just how B2B works." It is a signal that attribution is leaking somewhere between the site, GA4, and Ads. You cannot see it in a report. You only see it when somebody opens the containers.
"The previous agency and the client were both staring at the same dashboards every week, for months. The numbers looked stable. Nobody stopped to verify whether those numbers were actually coming from where they thought."
Reporting on broken tracking is not reporting. It is fiction with numbers attached.
It is quarterly hygiene. GTM containers, Conversion Actions, Key Events - they all accumulate dead layers over time, and nobody cleans them.
Attribution is leaking somewhere between the site, GA4, and Ads. You cannot see it in a report. You only see it when somebody opens the containers.
If you are building a reporting system on top of data, verify the foundation before you build on it. Not the other way around.
FunkyOS always audits before we start the work. Whatever shows up in the monthly report has to stand on a foundation we have verified ourselves.
And it does not stop after day one. FunkyOS reruns the same diagnostic loop every month - flagging new dead events, match rate drift, broken conversion imports the moment they appear. Day one tells us where we are starting from. The monthly loop is what keeps the system honest as the work compounds.
If someone is reporting Ads conversions to you and nobody has opened the GTM container in the last 3 months - open it.
Fifteen minutes of work. You might find what we found.
We design and verify the measurement foundation before any spend decision is made. We hold vendors accountable for clean implementation.