Can’t Track Conversions Properly? It’s Not Just You - Here’s What’s Changed

30 Apr

If your ads say one thing but your sales say another, your tracking might be lying to you.

We’ve spoken to dozens of SME owners lately who are frustrated with their data. Maybe your Google Ads show 10 conversions, but your inbox or checkout only shows 3. Or Meta says your ROAS is climbing - but your revenue isn’t.

It’s not just you. It’s the result of a major shift in how online tracking works: the phase-out of third-party cookies.

What’s going wrong with your tracking?

Before, third-party cookies helped platforms stitch together the full story - from a user clicking your ad to completing a purchase. But now, with those cookies disappearing:

Platforms lose visibility on key parts of the journey
Tracking scripts don’t fire properly
You get partial or misattributed data

This leaves you making decisions based on incomplete info - and that’s risky.

The solution? First-party data and upgraded tracking

At Clever Digital, we’re helping clients replace outdated setups with more accurate systems:

Enhanced Conversions (Google Ads): uses your own site data to track conversions more reliably
Appropriate Setup of Google Tag Manager: reduces data loss by capturing data more effectively
Meta’s Conversions API: connects your site and Facebook directly without relying on the pixel alone

These tools give you clearer, more trustworthy reporting - and better results.