Advertising account audit
Structure, budgets, search terms, exclusions, and above all the real state of conversion measurement.
Advertising and acquisition
Online advertising has become a measurement problem before it is a creative problem. We handle both, in that order.
Acquisition
Measurement first, spending second
We always begin by checking that reported conversions correspond to real orders. That check fails more often than people expect. An account can show months of spending against an empty conversion counter without anyone noticing, because tracking rests on a browser event blocked by an extension or by a refused consent.
Our rule is simple: a sale is read from the order recorded in the database, not from a pixel fired in a browser. We therefore send conversions from the server, with an order identifier, a net amount and an order date. Duplicates are removed at source.
- Reconciliation between reported conversions and booked orders
- Server-side reporting, with identifier and amount net of discount
- Attribution by campaign rather than by assumed brand
- Consent handled without losing aggregate measurement
Product feeds, where commerce is actually decided
On a catalogue of several hundred references, performance is not decided by bidding but by feed quality. A malformed feed gets products rejected silently, and the loss stays invisible until somebody counts the accepted lines.
We serve feeds from the site itself rather than from a periodic export, which guarantees that the advertised price and availability are the ones live on the site at the moment of reading. Rejections are tracked by reason, fixed at the root, and the acceptance rate is measured over time.
- Feed generated on demand, never out of sync with the catalogue
- Rejections tracked by reason, with upstream correction
- Product identifiers, taxonomy and variant attributes
- Consistency between displayed price, feed price and invoiced price
Search visibility as an asset, not a campaign
Free traffic takes years to build and one migration to destroy. We treat search as an architectural constraint: stable addresses, correct language alternates, valid structured data, an up-to-date sitemap, and no orphan pages.
We audit what the engine actually sees by querying its own interfaces rather than trusting a third-party report. Knowing which address the engine picked as canonical is worth more than knowing what the site declares.
- Indexing audited address by address
- Internal linking with no orphan pages
- Structured data valid and consistent with the page
- Reciprocal and complete language alternates
Division 01
What we deliver
Tracking repair
Conversions reported from the server, deduplicated and reconciled with the accounts.
Product feeds
Generation, validation and monitoring of the feed, with rejections tracked by reason.
Technical SEO audit
Indexing, canonicals, language alternates, structured data, internal linking.
Margin dashboard
Advertising spend set against margin per product and per campaign, not against gross revenue.
Ongoing management
Campaign management, budget arbitration and a numbers review at an agreed interval.
Technologies
Let us talk about what you want to build.
Describe your situation in a few lines. If it falls outside what we do well, we will say so immediately.
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