You Cannot Scale a Campaign You Cannot Trust
Scaling advice tells you to double down on your best ROAS. That is sound advice built on an assumption nobody checks: that reported ROAS reflects real sales. When it does not, scaling accelerates the loss.
Auditing a Meta Ad Account You Just Inherited
Taking over a Meta account means inheriting decisions nobody documented. Audit the measurement layer before the creative, because every judgement you make about performance depends on numbers you have not yet verified.
How to Tell If Your Meta Pixel Is Reporting Purchases That Never Happened
Everyone worries about a pixel that stops reporting. The expensive failure is a pixel that reports too much, because inflated ROAS attracts more budget. Six ways to tell whether your purchase events correspond to real orders.
Two Meta Pixels on One Shopify Store Is Not a Backup Plan
Search for multiple pixels on Shopify and every result explains how to install more. Almost nobody explains what happens when they disagree. On one account, the second pixel was reporting purchases that never happened, and it was taking 30 to 40% of daily budget with it.
Meta Says 100 Orders. Shopify Says 62. Which One Is Lying?
A gap between Meta Ads Manager and your Shopify order count is normal up to a point. Past that point it usually means something is reporting purchases that never happened. Here is how to tell which, from an account where the answer was a second pixel.
Duplicate purchase events after installing the Conversions API
How Meta deduplication actually works, how to choose an identifier that cannot drift, and how to prove yours is working rather than merely configured.
Google Ads conversion tracking not working: a diagnostic order
The short list of causes in diagnostic order, plus the reason a perfectly working tag can still report nothing for weeks.
Meta pixel not tracking purchases on Shopify: what to check first
Seven causes in the order worth checking them, including the duplicate-pixel problem that splits your attribution without ever looking broken.
Google Ads call tracking for local service businesses
Four ways to track calls from Google Ads, what each actually measures, and why counting taps instead of connected calls quietly destroys your bidding.
Shopify's 26 August deadline will delete your purchase tracking
On 26 August 2026 Shopify auto-upgrades non-Plus stores and removes Additional Scripts from the Thank you and Order status pages. What breaks, and the ten-minute check.
Snapchat purchase events not firing: the diagnostic sequence
Six causes of missing Snapchat PURCHASE events, ranked, with the exact checks and real Ads Manager figures.