Live demo. This sponsored article promotes Tracking School, a demo store on another domain. Its checkout runs in Stripe test mode, so no card is charged. How the demo works
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Sponsored Tracking School

Your ads aren't underperforming. Your tracking is lying to you.

Meta, your store and your analytics report three different numbers for the same campaign. Here is why they disagree, and a short course that teaches you to fix it.

By the Tracking School team Updated 14 October 2026

Say you launch a campaign. Meta reports 12 purchases. Your store reports 23. Your analytics tool reports 17 and credits half of them to Direct.

Which number do you use to scale the campaign, keep it, or kill it?

If three dashboards give you three answers, the problem is not your ads, your offer or your creative. The problem is the data under them.

Why the numbers disagree

Ad platforms see less of what happens after the click. Four things cause most of the gap.

  1. Browsers shorten cookie lives. Safari caps cookies that page scripts set at seven days (WebKit). A buyer who comes back after a week looks like a new visitor.
  2. Ad blockers and consent choices stop pixels. When the browser pixel does not load, the ad platform never hears about the sale.
  3. Each platform counts what it can see. Meta, Google and TikTok use their own attribution windows, and two of them can claim the same sale.
  4. Your funnel crosses domains. The article sits on one domain and the checkout on another. A cookie on one domain is invisible on the other, so the checkout does not know which ad sent the buyer.

The result: the algorithm learns from part of your data. You pay more for each purchase, and campaigns that work get cut because their sales were credited somewhere else.

Tracking is a skill you can learn

Tracking is not magic. Pixels, server-side events, UTM parameters and click IDs form one system. You can learn it, test it and fix it one step at a time.

Tracking School teaches that system in short ebooks and live coaching.

Start here

The Tracking Library

All three ebooks in one order. Bought one by one they cost $92, so the bundle saves you $23.

  • Conversion Tracking Fundamentals
  • Attribution Models Explained
  • The Server-Side Tracking Playbook
Get the Tracking Library → $69

Or pick one ebook

Conversion Tracking Fundamentals

Set up tracking you can trust, from the first click to the sale.

  • What counts as a conversion, and what does not
  • Browser pixels and server-side events: what each one sees
  • Click IDs and UTM parameters, and where they get lost
  • A test plan to check every conversion before you scale spend
$29 See the ebook →

Attribution Models Explained

Know which channel earned the sale, and why your ad platforms disagree.

  • First-click, last-click, linear, time-decay and data-driven models
  • Why Meta, Google and your analytics show different numbers
  • Attribution windows and how they change your results
  • How to pick a model for each budget decision
$24 See the ebook →

The Server-Side Tracking Playbook

Send conversions from your server to the ad platforms, without duplicates.

  • Meta Conversions API and Google Ads offline conversions
  • Deduplication of browser and server events
  • The customer data that improves match rates
  • Consent and privacy rules to plan for
$39 See the ebook →

Want a second pair of eyes?

Tracking Audit

1:1 call

One call to review your setup, then a written action plan.

  • 60-minute video call
  • Review of your pixels, server events and ad platform settings
  • Written action plan within 3 business days
$249 Book the audit →

Stop guessing. Start tracking.

Every week you run ads on broken data, you pay to train the algorithm on the wrong sales.

Browse Tracking School →

Questions

What is in the Tracking Library?
Three ebooks: Conversion Tracking Fundamentals, Attribution Models Explained, The Server-Side Tracking Playbook.
What happens in the Tracking Audit?
A 60-minute video call to review your pixels, server events and ad platform settings. You get a written action plan within 3 business days.
Can I buy with a real card?
No. Tracking School is a demo store, and its checkout runs in Stripe test mode. Use a Stripe test card.

How this demo works

This page and the Tracking School store show cross-domain tracking for an advertorial funnel. Each site has its own AnyTrack property.

  1. An ad sends the reader to this article on attributionsoftware.com. The AnyTrack Tracking Tag records the visit and the ad click ID.
  2. The reader clicks a product link. The Tag adds the AnyTrack Click ID to the link to stripe.tracking.school as atrefid. When the sync toggle is off, the parameter is atclid.
  3. The reader buys on stripe.tracking.school with a Stripe test card. The AnyTrack app for Stripe sends the Purchase to the store's property.
  4. The store's property syncs the Purchase back to this site's property. This site's property attributes it to the original ad click and sends it to the connected ad platforms.

Setup: on this site's property, Cross-Domain Settings → Additional Domains lists stripe.tracking.school, and the sync toggle is on. Read Cross Domain Tracking in the AnyTrack docs.