The most expensive mistake in paid acquisition is not a bad creative. It is a good creative that gets killed because the data said it lost.
What goes live before spend
- Server side conversion events for registration, attendance and purchase
- Attribution that survives iOS, ad blockers and multi session buying cycles
- Refund and chargeback reporting fed back into the same view as gross revenue
- One dashboard the client and the team both read from
Pixel only setups routinely under report high ticket purchases, because the buying window is long and the purchase often happens on a different device from the click. When that happens the algorithm optimises toward cheap registrations instead of buyers.
Net revenue, not gross
We report on net revenue after refunds and failed payments. Gross numbers look better in a screenshot and make worse decisions. Every scaling call we make is against the net figure and the cost per sale that sits underneath it.
Decisions made on bad data are expensive. Tracking is the cheapest insurance in the entire launch.