Tracking and measurement for D2C brands
Numbers you can trust before you spend more: tracking built properly, then tested against real orders.
Channels in this service
What we run under tracking and measurement
Take one or all of them. Each has its own page with formats, process and FAQs.
Tracking and attribution setup
Pixel, Conversions API and GA4 built properly, with website, marketplace and quick commerce in one view.
- Meta Pixel and Conversions API
- Google enhanced conversions and GA4
- Other ad platforms
Conversion lift studies
A holdout test that shows the sales your ads actually created.
- Meta conversion lift
- Google conversion lift
- Geo tests
Brand recall studies
Measure how many more people remember your brand after your ads.
- Brand lift polls
- Platform studies
- Readout
What it fixes
Missing sales
The pixel misses orders, so good ads get cut.
Every platform takes credit
Totals add up to more than your sales.
No proof of impact
Nobody knows what ads truly added.
What each channel does in tracking and measurement
And the number we judge it on.
| Channel | What it does for you | Judged on |
|---|---|---|
| Tracking setup | Makes sure ad platforms see real orders, through server-side signals. | Share of store orders each platform sees |
| Attribution | Joins website, marketplace and quick commerce sales in one view. | Contribution margin by channel |
| Lift and recall studies | Proves what ads add, beyond what platforms claim. | Incremental sales and incremental margin |
Questions to ask any agency before you sign
Including us. Each one shows whether the team will grow your profit or just your dashboard.
- 1How many of my orders does each platform see?
If Meta or Google sees only part of your orders, it optimises on half the picture.
- 2Are numbers checked against the store?
Platform dashboards should be compared with Shopify orders every month.
- 3Can you show margin, not just revenue?
Revenue ignores product cost, shipping, returns and RTO.
- 4How would we prove ads are working?
A lift study compares people who saw ads with a group who did not.
- 5Who owns the tracking setup?
Tags, data and dashboards should sit in your accounts.
Why tracking and measurement won't work alone
Tracking alone doesn't grow sales. It makes every other spend decision right.
Agency vs in-house vs Mobile First, for tracking and measurement
| Typical agency | In-house team | Your growth teamMobile First | |
|---|---|---|---|
| Setup | Pixel installed and left | Whoever built the store | Pixel, Conversions API and GA4, built and tested |
| Checked against | The ad dashboard | Nothing | Your store's actual orders |
| Marketplace sales | Not tracked | A monthly spreadsheet | In one view with your website |
| Proving ads work | Attributed ROAS | Gut feel | Conversion lift and brand recall studies |
The first 90 days
Week 1
Tracking audit
Weeks 2 to 4
Setup built and tested
Month 2
Attribution view live
Month 3
First lift study read
What you will see in every weekly report
You see ROAS and contribution margin side by side, every week.
In every weekly report
- Event match quality
- Attributed vs incremental sales
- Data gaps
- What changed, what is next, and what didn't work
Custom reports, built for how you make money
- Margin by product and size
- ROAS by city and dark store
- Repeat orders by cohort
- RTO by pin code and payment method
- Marketplace vs website profit
Weekly
Report and call
ROAS and margin by channel, what changed, what is next.
Monthly
Report and call
It compares results against your targets and sets next month's roadmap.
Quarterly
Projections and plan
Realistic numbers from your own data, checked against what actually happened.
A senior marketer on your account, with five accounts at most
- We hire senior marketers only. Nobody learns on your budget.
- Five ad accounts at most per marketer, fewer at larger scale.
- Your direct competitors are never on your marketer's desk.
- Specialists join for creative, marketplaces, tracking and retention.
At fifteen accounts a marketer checks your campaigns once a week. At five, they check every day and catch the losing ad set before it spends the month.
How we work5ad accounts, at most, on each senior marketer's desk
Who works on your account
- Senior marketerOwns your account, your targets and your weekly call.
- Creative strategistAngles, hooks and creator briefs.
- Marketplace specialistAmazon, Flipkart, Myntra, Blinkit and Zepto bids.
- Tracking analystPixel, Conversions API, GA4 and lift studies.
- Retention leadThey run your WhatsApp, email and SMS flows.
How we run your account
The same operating rhythm on every account, from the first week.
A senior marketer
Owns your account and your targets, with five ad accounts at most.
Weekly report and call
ROAS next to contribution margin, what changed and what happens next.
Live dashboard
Every channel in one view, so you never wait for the weekly call.
Monthly review
Results against the targets agreed in writing, and next month's plan.
Quarterly plan
Projections built from your own numbers, checked against what happened.
Slack or WhatsApp
Day-to-day questions answered by the person who runs your account.
Worked examples
BPBeauty and personal careWorked example
ROAS3.6
Margin21%
A conversion lift study showed 38% of sales were incremental. Spend moved to what added sales.
Worked examples, built from patterns our team sees in each category. Client results are published only with each brand's written approval.
How it is priced
Setup: fixed one-time fee or retainer. Studies are priced by project.
Free toolIncremental sales calculatorAre my ads creating sales, or taking credit?IndustryFashion and apparelApparel RTO averages 25 to 40%; ethnic wear runs 30 to 45%.IndustryBeauty and personal careCOD returns run 18 to 22%, mostly 'not as described' and skin sensitivity.IndustrySleep and comfortOffline stores still sell 56% of mattresses in India.
Questions about tracking and measurement
What is a lift study?
A test where some people don't see your ads, so the difference shows what ads truly added.
How long does setup take?
It usually takes one to two weeks.
Do you set up server-side tracking?
Yes. We set it up through the Conversions API.
Do you need dev access?
We need store admin access, and sometimes a developer for about an hour.
Can you track marketplace sales?
Yes. We bring marketplace and quick commerce sales into the same view as your website, so you can compare channels on margin.
What do you set up?
We set up the Meta Pixel and Conversions API, Google enhanced conversions and GA4, and a view that brings website, marketplace and quick commerce sales together.
How do you check the tracking is right?
We test it against your store's actual orders before anyone relies on the numbers.
What is the difference between a conversion lift study and a brand lift study?
A conversion lift study measures the extra purchases your ads caused. A brand lift study measures how many more people remember your brand.
Is tracking a one-time job?
Setup is a fixed one-time fee, or a monthly retainer if you want us to monitor and maintain it.
Do you need our developer?
Sometimes we need a developer for about an hour. Most of the setup runs through store admin access.
60 seconds
Are we a great fit?
Five questions, no email needed. You get an honest answer on screen.
Great fit
Your answers match the brands we help most.
Book 30 minutes and we will read your accounts before the call.
Book a callGood fit
A 30-minute call will show where your profit is leaking.
You keep the findings either way.
Book a callNot yet
A full team may be more than you need right now.
Our free tools will show you where your money goes today. When you cross ₹5 lakh a month, come back and we will read your accounts. If you would like advice before then, we are happy to talk.
Talk to us about tracking and measurement
Tell us about your brand. We read your accounts before the call, so it is about your numbers.
- Free growth audit, yours to keep
- ROAS and profit read for every channel
- WhatsApp reply within one working day