Most conversion-tracking setups are built for a storefront that hopes traffic converts. Increddy runs paid Google Ads traffic deliberately, which changes the stakes: a tracking gap here isn't a reporting inconvenience, it's ad spend being optimized against incomplete data. Getting GA4 and Google Ads wired correctly was treated as a revenue decision, not an analytics checkbox.
Why client-side tracking alone wasn't good enough
A standard GA4 pixel fires from the browser and depends on the browser cooperating: no ad blocker, no aggressive tracking prevention, no privacy setting silently dropping the request. For a digital-goods audience, that cooperation rate is lower than ecommerce averages assume. Every dropped event is a real purchase Google Ads never learns happened, which means the algorithm optimizing toward "more of these" is training on a biased sample, systematically underweighting exactly the customers it should be chasing harder.
GA4's ecommerce funnel as the source of truth
Increddy's funnel is instrumented through GA4's standard ecommerce event set: product views, cart additions, checkout starts, and completed purchases, each carrying the item and value data GA4's ecommerce reporting expects. That funnel is the single source of truth for "what counts as a conversion," rather than defining the conversion separately and differently inside Google Ads itself.
Server-side tagging: closing the gap a browser pixel can't
The events that matter most, purchase chief among them, are sent through server-side tagging rather than relying solely on a client-side pixel. A server-side container receives the event from Increddy's own backend and forwards it to Google's measurement endpoints from a context a browser's ad blocker or tracking prevention can't selectively intercept. This doesn't replace client-side tracking entirely, it backstops it specifically for the events where a gap is most expensive: the ones Google Ads bids against.
Running paid traffic against conversion data you're not sure you trust?
If you can't say with confidence how much of your real purchase volume your ad platform actually sees, that's worth auditing before spending more on acquisition. We'll look at your current setup and tell you honestly where the gaps are.
Talk to an engineer →Conversions flowing from GA4 into Google Ads, not configured twice
Rather than standing up a separate Google Ads conversion pixel configured independently of GA4, with its own risk of drifting out of sync, Increddy's Google Ads conversion actions are imported from GA4's conversion events. One definition of "a purchase happened," one place it's configured, one place to audit when a number looks wrong. Two independently configured tracking systems measuring the same business event is a common source of reporting that quietly disagrees with itself, and this setup avoids it by design.
The rule
Treat conversion tracking as infrastructure the moment real ad spend depends on it, not as an analytics nicety to get to eventually. Instrument the full funnel in one system, back the events that matter most with server-side tagging so a browser-level block doesn't silently cost you ad-spend efficiency, and feed your ad platform's conversions from that one source instead of a second, independently configured pixel. For a broader walkthrough of GA4 ecommerce event setup outside the Increddy-specific context, see setting up GA4 ecommerce tracking without breaking attribution. We wire analytics and conversion tracking like this under headless commerce engagements.