Service 06
Server-side, MER, holdouts
Server-side tracking, MER dashboards and holdout tests you can trust.
Moves
MER · Incrementality
Timeline
Tracking fixed by week 3 · first holdout read-out at day 60
Price
Included in all retainers · dedicated analyst on Enterprise
Lead
Daan de Wit
Every platform claims the same sale. Add up what Meta, Google and TikTok report and you often get well over 100% of real revenue. We fix the inputs first: server-side tracking, Meta Conversions API, Google enhanced conversions, consent mode and clean UTMs, so platforms get better signal and your reports match the bank.
Then we report on MER, total revenue divided by total ad spend, and on contribution margin after ad costs. When a channel’s credit is in doubt, we run geo or audience holdouts to measure what it adds. You get one dashboard your finance lead and your media buyers both accept.
Tracking audit across GA4, ad pixels, consent banner and checkout
Server-side tagging and Conversions API setups for Meta, TikTok and Google
Google consent mode v2 and enhanced conversions
Offline conversion imports from CRM, booking and call-tracking tools
SKAN and MMP setup for iOS apps
MER and contribution margin dashboard in Looker Studio or your BI tool
Geo and audience holdout design and read-outs
UTM and naming conventions your whole team uses
Audit — We compare platform-reported conversions with orders or CRM records and list every gap.
Fix — We set up server-side tracking and offline imports so platforms see real conversions, with value.
Report — We build one dashboard on MER and contribution margin, refreshed daily from your store or CRM.
Prove — We run holdouts on the channels with the most spend in question and move budget on the result.
Work
Where
this
service
did
the
heavy
lifting.
Illustrative
Mobile apps
6 months
Cost per install
€3.90
€2.70
Trial to paid
11% → 17%
Monthly installs
+2.4×
A budgeting app paying for installs that never opened the app twice. We optimized to trial starts, fixed SKAN mapping and moved half the budget to TikTok.
Paid Social
UGC & Creative Production
Analytics & Tracking
Read the case
Illustrative
B2B SaaS
7 months
Demos booked / month
40
124
Cost per SQL
−44%
Qualified pipeline
+€1.9M
A support-software company buying clicks on competitor terms. We rebuilt search around intent tiers, piped CRM stages back into bidding and cut the SQL cost by 44%.
Paid Social
Paid Search & Shopping
Analytics & Tracking
Read the case
Illustrative
Local multi‑location
6 months
Cost per booking
€58
€31
Bookings / month
+2.3×
Calls tracked to source
100%
A 12-clinic dental group that couldn’t tell which ads made the phone ring. We tracked every call, gave each clinic its own budget and cut cost per booking from €58 to €31.
Paid Search & Shopping
Conversion Rate Optimization & Landing Pages
Analytics & Tracking
Read the case
Illustrative demo figures for fictional clients. Results vary with margin, market, offer and spend.
FAQ
Do we need to give you access to our ad accounts?
Can you work with our current tracking setup?
How do you know a channel or flow adds sales?
The Growth Audit takes five working days and ends with a 90-day plan, whether you hire us or not.