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Miss Lyn approached Ruby Digital with growing concerns that Google Ads’ reported revenue did not match financial performance in their accounting system. This discrepancy made it impossible for the client to quantify true ROI or scale confidently.
Our goal was to audit, repair, and standardise conversion tracking across Google Ads, GA4, and Google Tag Manager to ensure that all future performance data was accurate, reliable, and actionable.
Our Google Ads Objectives Were To:
A major challenge for Miss Lyn was the inability to trust their Google Ads revenue data. Although Google Ads appeared to be generating strong conversion value, none of this aligned with their financial records. This created increasing frustration and left the client unable to quantify actual ROI or make informed decisions.
Compounding this issue was a deeper technical problem: duplicate purchase tracking across Google Ads and GA4, both set as primary conversions. This resulted in inflated conversion numbers and doubled revenue, giving the illusion of strong performance while masking the true picture. In addition, inconsistent tracking between the website, Google Tag Manager, and GA4 caused further discrepancies and incomplete attribution.
With incorrect data, the brand had no clear baseline, no reliable ROAS, and no way to verify which campaigns were genuinely performing. Fixing tracking and rebuilding data accuracy became the essential first step before any optimisation or scaling could be done.
To resolve the tracking discrepancies and restore full data accuracy, we implemented the following solution:
Comprehensive Conversion Tracking Audit
We performed an end‑to‑end audit across the website, GTM, GA4, and Google Ads. This allowed us to identify duplicate events, conflicting primary conversions, incorrectly passed values, and events firing twice. All issues preventing accurate reporting were documented and standardise for fixes.
Removal of Duplicate Purchase Events
We corrected the core issue: both the Google Ads Purchase event and the GA4 Purchase event had been set as primary conversions, causing double counting. Our team removed the duplicate primary event, standardised value parameters, and ensured only one accurate purchase conversion was used moving forward.
Full Tag Manager & GA4 Reconfiguration
Event names, parameters, value fields, triggers, and tags were rebuilt to ensure consistency. Multiple rounds of testing, including debug mode, test purchases, and cross‑platform verification, ensured 100% accuracy and alignment with real revenue figures.
Ongoing Tracking Checks & Validation
Once the system was corrected, we performed regular tracking health checks to ensure long‑term stability. This ongoing validation ensured no regressions or new discrepancies appeared as the website evolved.
Campaign Optimisation Using Clean Data
With accurate tracking in place, we shifted focus to improving performance. We used a mix of existing high‑performing campaigns and newly built Shopping, Performance Max, Search, and Display campaigns. We refined targeting by narrowing keyword themes, tightening audience signals, and reallocating budget based on the newly reliable ROAS data.
Establishing a True ROAS Baseline
With the corrected data, we provided the client with an accurate view of real performance, finally allowing them to measure return on ad spend with confidence and make decisions backed by trustworthy numbers.
(Period: Nov 2025–Jan 2026 to the previous year)
*With accurate tracking in place, Miss Lyn can confidently evaluate ROI, reinvest in their strongest channels, and make informed decisions powered by trustworthy data.
