+2,900%
Bow City Storage
ROAS increase of 2,900% in addition to a 33% CTR increase.
Marketing Analytics and Attribution Agency Toronto
Measurement you can take to a board meeting.
GA4, server-side conversion tracking, consent that actually works, and closed deals fed back from your CRM. Attribution that makes every other channel measurable and defensible.
- Tracking plan
- Server-side tracking
- Consent that works
- Offline conversions
Covers
GA4, server-side, consent, CRM
Client rating
Google 4.8 ★ · Clutch 4.4 ★
Audit window
One to two weeks
Strategy session
Free 30-minute strategy session
Real results
Real performance. Measurable growth.
6%
Harmony Resorts
Harmony Resorts reported a 6% conversion rate and an increase in ROAS of 74%.
+41%
Ontario Business Central Inc.
A 41% increase in revenue along with an efficient 16% increase in ROAS.
$420K
Spieth America
From zero to $420K in online sales within 10 months.
Marketing service
Analytics and Attribution.
Attribution built for the post-iOS 14.5 tracking gap. GA4, server-side conversion tracking, and closed-deal data from your CRM for accounts that have outgrown last-click reporting.
That means a written tracking plan, clean events, consent that changes what actually fires, closed deals fed back from your CRM, and reporting built around a decision rather than a metric count.
The audit usually finds something worth fixing immediately. After the rebuild, the new setup needs a period of clean data under its own definitions before anyone makes decisions on it. That waiting period is the part clients find hardest, and it is not skippable.
What we run
Measurement you can defend.
Six pieces of work, in the order they have to happen. Skip the first and the rest inherit its problems.
01 / Plan
A tracking plan before any tags
Almost every measurement problem we’re called about is a naming problem wearing a technical disguise. We write down what counts as a conversion, what each event is called, and which properties it carries, before touching a tag manager. Then we remove the duplicate tags most accounts have accumulated from three previous agencies.
02 / Collection
Server-side tracking
Browser-based tracking now misses a meaningful share of activity, and the gap isn’t evenly distributed. Ad blockers and privacy defaults cut hardest into some audiences, which biases the data rather than just shrinking it. Server-side collection recovers part of that. It is not a loophole and we would not sell it as one.
03 / Consent
Consent that actually works
A consent banner that doesn’t change what fires is a legal risk pretending to be compliance. We wire consent state through to the tags so declining actually stops collection. Canadian and European requirements differ. We build the mechanics properly; your lawyer defines the obligations.
04 / Outcomes
Offline conversions and the CRM
If a human closes the sale, website conversions are a proxy and often a misleading one. We push closed-won outcomes back into the ad platforms so bidding optimizes toward revenue instead of form fills. Expect the campaign rankings to shift, because the cheapest leads are frequently the worst.
05 / Models
Attribution, with its limits stated
Every model is a simplification, and anyone selling certainty is overselling. Each one flatters a different part of the journey, so we treat them as lenses and settle disputes with blended acquisition cost.
06 / Reporting
Reporting that says what to do
A dashboard with forty metrics is a way of avoiding a decision. Each report answers a specific question for a specific person: what to change this week, and what the last quarter produced. If nobody opens it, it is not reporting, it is decoration.
Our method
Audited, rebuilt, then reconciled.
Four stages. The first one usually produces the most valuable finding of the whole engagement.
Audit
How wrong is it now? We check what is firing, what is double-counted, whether consent is honored, and how far platform-reported numbers sit from your actual revenue.
Rebuild
Plan, then implement. A written tracking plan, consistent event naming, duplicate tags removed, server-side collection where it earns its cost, and consent wired through so it does something.
Operate
Close the loop. Offline conversions fed back from the CRM, reporting built around decisions rather than metrics, and platform numbers reconciled against blended acquisition cost.
Compound
Keep it honest. Tracking rots as sites change and platforms update. Quarterly we re-validate, and where volume allows we run holdout tests to check what the models are claiming.
The scoreboard
What we measure the measurement against.
This is the one service where the deliverable and the metrics are the same thing.
Truth / 01
Platform reported versus actual
The gap between what the ad platforms claim and what you banked. The single most useful number we produce. Once it is quantified, every channel decision improves, and the gap is almost always larger than expected.
Coverage / 02
Tracked share of real conversions
What proportion of known sales the analytics actually captured, reconciled against your own order or CRM records. If you’re only seeing seventy percent, every downstream calculation carries that error.
Arbiter / 03
Blended acquisition cost
Total marketing spend divided by customers won. The figure that cannot be double-counted. When per-channel numbers disagree with each other, this is what settles it.
Quality / 04
Lead to close rate by source
Which channels produce leads that actually become customers. This is where cheap leads get exposed, and it regularly inverts the ranking of channels compared to cost per lead.
Incrementality / 05
Incremental lift from holdouts
What the spend added that would not have happened anyway. The only method that answers the question attribution models approximate. It costs some volume to run, which is the honest trade-off.
Adoption / 06
Whether reports get used
Does anyone open it, and did it change a decision? Unfashionable, and it decides whether any of this was worth paying for.
Fit
When a tracking error gets expensive.
Foundational, if not exciting. The fair question is whether now is the moment for it.
This usually works when
- You are spending enough on media that a measurement error is expensive.
- Multiple channels are each claiming credit for the same revenue.
- A sales team closes the deals, so website conversions are only a proxy.
- You are about to increase budget and want to know where.
- Nobody trusts the current reporting, which is common and telling.
Where we start instead
- Media spend is modest. We fix the conversion definitions and leave the heavy build for later.
- You want a dashboard. We make the underlying events trustworthy first, then build it.
- The CRM doesn’t reflect reality. That gets scoped in, because outcomes come from there.
- You need a number this week. We start with the audit, which usually finds a same-week fix.
- Consent is unclear. We fix the wiring first, so a visitor who says no stops being tracked.
The audit alone usually quantifies the gap between what the platforms claim and what you banked, which changes budget decisions immediately. Sequenced before paid search and Meta, it means the same spend optimizes toward customers instead of form fills.
Diagnostics
Faults that never announce themselves.
Present in most accounts we inherit.
01 / Definitions
Everything is a conversion
Newsletter signups counted alongside sales-qualified inquiries. Smart bidding then buys whichever is cheapest, which is exactly what you told it to do.
02 / Inheritance
Duplicate tags from old agencies
Two analytics installs and three conversion tags inherited over the years, inflating everything by an unknown amount. Nobody removed the old ones because nobody was sure what depended on them.
03 / Compliance
A consent banner that changes nothing
The banner appears, the tags fire regardless. It is a compliance exposure with the appearance of diligence, and it is remarkably common.
04 / Credulity
Trusting platform-reported ROAS
Each platform counts generously and uses its own attribution window. Add the reports together and they will claim more revenue than the business made.
05 / Target
Optimizing to form fills
Without offline conversion data, bidding optimizes toward whoever fills in forms most readily. Those are frequently your least valuable inquiries.
06 / Theater
Dashboards nobody opens
Forty metrics, no recommendation, no owner. It looks like rigor and it substitutes for deciding anything.
In context
The plumbing between CRM and media.
Your CRM holds the outcome. Measurement carries it back to the platforms. The platforms then buy customers instead of form fills.
01 / Source
The CRM holds the outcome
Whether a deal closed and what it was worth. Without it, everything upstream optimizes toward form fills and calls the result revenue.
02 / Conduit
Measurement connects the two
Consistent events, honored consent, and outcomes fed back to the platforms. This is the plumbing, and it is invisible until it is wrong.
03 / Spend
Media spends against it
Bidding algorithms optimize toward whatever you told them to value. Fix the definitions and the same budget buys better customers without any change in strategy.
We normally sequence this deliberately: measurement first, then Google Ads and Meta Ads managed against blended numbers, with CRM work where the outcome data is the weak link. Getting this order wrong is why so much media budget optimizes confidently toward the wrong thing.
Client ratingGoogle 4.8 ★ · Clutch 4.4 ★
FAQ
Asked before every rebuild.
Discrepancy / 01Why do Google, Meta, and our analytics all report different numbers?
Because they answer different questions with different rules. Each platform counts conversions it believes it influenced, using its own window, including view-through and modeled conversions. Your analytics is usually stricter and last-click biased. Neither is lying and neither is complete.
Collection / 02What is server-side tracking and do we need it?
Events go to a server you control, which forwards them on, recovering some data lost to ad blockers and privacy defaults. It is worth it when media spend is large enough that a systematic undercount costs real money. It is not a way around consent, and it has genuine setup and hosting costs.
Compliance / 03Is our consent banner enough to be compliant?
A banner that appears but doesn’t change which tags fire provides the appearance of compliance without the substance, and it is the most common setup we find. We implement the mechanics properly. For your specific obligations, take legal advice, not ours.
Models / 04Which attribution model should we use?
None exclusively. Last click undervalues everything early, first click undervalues everything late, and data-driven models need volume most accounts don’t have. We use them as lenses and cross-check against blended acquisition cost. Where volume allows, a holdout measures genuine incremental lift.
Proof / 05How do we prove our marketing is working?
Blended acquisition cost over time alongside revenue is the version that survives a finance conversation, because it cannot be double-counted. Beyond that, the strongest evidence is a holdout: turn a channel off in a region and measure what changes.
Platform / 06Should we move to GA4, or use something else?
For most businesses the platform matters less than the tracking plan behind it. The failure mode is treating a migration as a technical task and carrying over inconsistent naming, which is how you end up with a modern tool full of unusable data.
Outcomes / 07What are offline conversions and why do they matter?
Sending closed-won outcomes from your CRM back into the ad platforms, so bidding optimizes toward customers instead of inquiries. It matters most where a sales team is involved and lead quality varies, and it routinely reverses which campaigns look best.
Timeline / 08How long does a measurement rebuild take?
One to two weeks for the audit, and usually a month to have the rebuilt setup live. Then four to eight weeks of clean data before making decisions on it, because comparisons to history aren’t valid until the new definitions have their own period.
Ownership / 09Who owns the data and the setup?
You do. Analytics properties, tag manager containers, server-side infrastructure, and documentation sit in your accounts, and the tracking plan is a document you keep. An agency that keeps your tracking configuration in its own accounts has made your entire reporting history contingent on the relationship continuing.
One more we get often: can you just build us a dashboard? We can, and we would rather ask what decision it is meant to support first. A dashboard built on unreliable events is a faster way to be confidently wrong, and most dashboard requests we receive are really requests for trustworthy data.
The wider growth system
Services that consume this data.
Attribution only matters when it is wired to the channels it measures. Here is what it pairs with.
01 / Search
Google Ads
Smart bidding optimizes toward whatever you defined as a conversion. Clean definitions and offline outcomes are what make the same budget buy better customers.
02 / Social
Meta Ads
Meta’s in-platform reporting is optimistic by design. Judging the channel on blended acquisition cost instead is the difference between scaling and appearing to.
03 / Record
CRM Implementation
The CRM is where the outcome lives. If it doesn’t reflect reality, no amount of measurement work downstream can compensate for it.
04 / Nurture
Marketing Automation
Knowing which automated touch contributed to a closed sale is what lets you invest in the flows that work and retire the ones that only look busy.
05 / Testing
A/B Testing
You can only test what you can measure. Trustworthy tracking is the precondition for a result anyone should act on.
1/5
Client Testimonials
What clients had to say.
Five businesses, in their own words, on working with Consultus Digital.
My firm, KASE Insurance Inc., has partnered with Consultus Digital two years ago. At that time we had no online strategy. The team have helped us rebuild our website and created an SEO strategy that has provided us with 150% ROI! Consultus Digital has an amazing customer service team and they truly care about their clients and delivering on their promises. I strongly recommend the Consultus Digital team to all my friends and clients.
Stanislav KojokinCEO, KASE Insurance
Google review
The team at Consultus Digital won our business due to their thorough assessment and realignment of our digital sales and marketing strategy. Within only a few weeks of partnering with them, we increased our inbound leads significantly by reconfiguring the user experience of our website.
Helen StergiouPartner, The Office Shop
Case study
I began using Consultus Digital in January of 2022 after being with a competitor for many years. The team at Consultus Digital has helped us to increase revenues over the last number of months and has brought new engaging ideas to increase our exposure within our market. They are a great team who do amazing SEO, Google ads and CRO. Highly recommend.
Laura HarveyCEO, Ontario Business Central Inc.
Case study
Such a great team to work with! Created an amazing new website for us along with managing all our paid digital ads each month.
Melissa GrahamManager, Orr Insurance
Client quote
As the VP of both Sales and Marketing for one of Canada’s largest electronic recycling companies, I wear many hats. I rely on the team at Consultus Digital to act as my outsourced, internal marketing team. Over the past 3 years, they’ve provided our company everything from website development to social media management. I would highly recommend the team at Consultus Digital to any business looking for a partner in navigating the complex world of digital.
Tricia OldfieldVice President, eCycle Solutions
Client quote
Consultus Digital has looked after our website, search, social and paid media since 2021. What sets them apart is that they care about what happens after the lead comes in, not just how many come in. When something needs attention, they’re on it.
Joseph ZayounaFounder & Managing Partner, Zayouna Law Firm
Client quote
Working with Consultus Digital over the last year has allowed us to scale our online business significantly. We’ve learned so much in the short time working with them about our business that we’ve not only been able to apply to our digital marketing efforts but other aspects of our business. We continue to be impressed with their new innovative way of thinking in the search space, which included one of the best digital reporting dashboards I’ve seen in 17 years of digital marketing.
Victoria BuottDirector of Marketing, Spieth America
Case study
Extremely happy with the overall experience working with Consultus Digital. I had the pleasure of working with Mo. Everything Mo said he was going to do, he did! We worked with Consultus Digital on a new website. Mo and the team brought our website from 2012 into 2024. Mo offered suggestions on the ways customers interact with websites, what works well, what doesn’t work well and ultimately we ended up with a very professional modern website. I would 100% recommend the Consultus Digital team!
Dean ArnillWestern Asphalt Products
Google review
1 / 8
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Find out how wrong the numbers are.
The audit takes one to two weeks and usually changes a budget decision the same week. Contact us today to book it and learn which of your numbers you can trust.