# MetricMaven

> MetricMaven is a marketing measurement consultancy run by a team of experts. We fix tracking, connect marketing to leads, pipeline and revenue, and keep the measurement accurate. Every engagement starts with a tracking audit.

MetricMaven serves healthcare, B2B SaaS and agencies, including agencies that serve banks and credit unions. The work is done by practitioners and backed by Maven, our own technology platform. Prices are on the [audit page](https://www.metricmaven.io/audit): the engagement starts with a tracking audit from $1,250 for one website, priced by what you run (consent, server-side, offline conversions, CRM attribution) and bought online; implementation is quoted from the audit, and managed plans start at $500 a month.

- [Home](https://www.metricmaven.io): Accurate marketing measurement.

## Services

- [Services](https://www.metricmaven.io/services): Measurement, Attribution, Agentic Analytics and Monitoring, from the first tracking audit to ongoing upkeep.
- [Measurement](https://www.metricmaven.io/services/digital-measurement): Website tracking, server-side tagging and consent management, so conversions are counted once, sent to the right platforms, and only when visitors agree.
- [Attribution](https://www.metricmaven.io/services/attribution-modeling): Offline conversions and attribution: send funded accounts, booked consultations and closed deals back to Google and Meta, and see which channels produce customers.
- [Agentic Analytics](https://www.metricmaven.io/services/agentic-reporting): Agentic Analytics: connect Claude, ChatGPT or your own agent to your checked marketing data through Maven MCP to build reports and dig into attribution and campaign performance. A person approves what is published.
- [For agencies](https://www.metricmaven.io/services/agencies): For agencies: cross-client reporting, a branded client portal on your own domain with client logins and multi-factor sign-in, and reports drafted by AI agents and approved by your team.
- [Monitoring](https://www.metricmaven.io/services/managed-analytics): Daily tracking monitoring, reporting upkeep, clear updates on what changed, and one accountable partner for marketing measurement.

## Service guides

- [Measurement: Event tracking and consent checklist](https://www.metricmaven.io/guides/measurement): A free guide (PDF) to counting each conversion once, respecting consent and sending outcomes back to Google and Meta, plus an agent prompt for your setup.
- [Attribution: Choosing an attribution model](https://www.metricmaven.io/guides/modeling): A free guide (PDF) to choosing an attribution model: what each one credits, the questions that set your starting point, and how to reconcile with your CRM.
- [Reporting: Getting your data ready for AI reporting](https://www.metricmaven.io/guides/reporting): A free guide (PDF) to readiness before AI agents draft marketing reports: metric definitions, a question pack, and an agent prompt that checks your data.
- [Monitoring: What to monitor, and how often](https://www.metricmaven.io/guides/alerting): A free guide (PDF) to monitoring marketing data: what to check, how often, who owns it, and what a useful alert looks like. Includes an agent prompt.

## Case Studies

- [Case Studies](https://www.metricmaven.io/work): Nine case studies: marketing agencies, banking, healthcare, sporting goods, attractions, a food hall, a nonprofit and creator media.
- [HIFI Agency](https://www.metricmaven.io/work/hifi): Ad clicks tied to funded accounts across 19 banks and credit unions, with 80% less manual reporting.
- [Nicholson Clinic](https://www.metricmaven.io/work/nicholson): Attribution from ad click to booked consultation, linked by a lead ID, with cost per lead and consultation by platform.
- [See Spark Go](https://www.metricmaven.io/work/see-spark-go): Advertising connected to CRM deal stages across a ten-brand franchise portfolio with one repeatable reporting system.
- [Enterprise data migration](https://www.metricmaven.io/work/enterprise-transformation): A confidential enterprise migration recovery: rebuilt warehouse, wider platform coverage and automated discrepancy monitoring.
- [Trovant Media](https://www.metricmaven.io/work/trovant-media): Daily cross-channel reporting replaced weekly spreadsheet work and connected advertising spend to CRM bookings by service type.
- [Activate Games](https://www.metricmaven.io/work/activate-games): Booking tracking moved into Google Tag Manager, duplicate purchases and self-referrals resolved, and purchase data for ad platforms fixed.
- [Guardian Sports](https://www.metricmaven.io/work/guardian-sports): Tracking connected across WordPress, Shopify and HubSpot, with campaign reporting built around marketing-qualified leads from the CRM.
- [Pulse Evangelism](https://www.metricmaven.io/work/pulse-evangelism): One weekly dashboard across Instagram, TikTok, YouTube, paid ads, HubSpot and GA4 for two accounts, with reach kept per platform and account.
- [Kitchen Hub](https://www.metricmaven.io/work/food-hall-sales): Delivery-app, counter, kiosk and partner sales in one Snowflake table, each order credited to its partner and channel, with a dashboard per partner brand.

## Company

- [Agent](https://www.metricmaven.io/maven): Maven, MetricMaven’s platform, checks tracking every day, flags what changed, and gives answers you can trace to the data.
- [Demo](https://www.metricmaven.io/demo): Book a 20-minute walkthrough of Maven: Claude, ChatGPT or your own agents answering from your modeled marketing data, with reports approved by your team.
- [Security](https://www.metricmaven.io/security): Shared access, data handling, review and offboarding responsibilities around MetricMaven engagements.
- [Insights](https://www.metricmaven.io/insights): Practical guides on marketing measurement, attribution and reporting.
- [Free tools](https://www.metricmaven.io/tools): Free tools for checking ad and analytics tracking: the Free Tracking Scan, nine focused checkers and a platform gap checker. Each has its own page.
- [Book a call](https://www.metricmaven.io/contact): Book a call about your tracking and attribution: audits, fixes and monitoring.

## Free tools

- [Free Tracking Scan](https://www.metricmaven.io/tools/tracking-scanner): Check which pixels and conversion tags your site loads, whether any fire twice, how consent is set up, and whether Google tags use a server-side endpoint.
- [Platform Gap Checker](https://www.metricmaven.io/tools/platform-gap-checker): Enter the numbers two platforms report, such as Meta Ads and GA4, and see the gap, which side is higher, and the usual causes for that direction.
- [Consent Mode v2 checker](https://www.metricmaven.io/tools/consent-mode-v2-checker): Check whether your site sends Google Consent Mode v2 signals, including ad user data and ad personalization, and whether the consent default is set first.
- [Cookie consent checker](https://www.metricmaven.io/tools/cookie-consent-checker): See whether ad or analytics tags load on your homepage before a visitor answers the cookie banner, and which cookies are set on that first visit.
- [Cookie banner reject test](https://www.metricmaven.io/tools/cookie-banner-reject-test): Click Reject on your homepage in a separate pass and see whether vendor requests, new tracking cookies or Google consent signals keep running afterwards.
- [Meta Pixel checker](https://www.metricmaven.io/tools/meta-pixel-checker): Check your homepage for repeated Meta Pixel page views, a Pixel loaded twice, and purchase setups that send no value or currency. Free, no sign-up.
- [Google Ads conversion checker](https://www.metricmaven.io/tools/google-ads-conversion-checker): Check whether your Google Ads conversion tags are set up in Tag Manager, reach Ads, carry transaction IDs and avoid firing twice. Free, no sign-up.
- [GA4 checker](https://www.metricmaven.io/tools/ga4-checker): Check what your homepage sends to Google Analytics 4, including how many properties load, repeated page views and any retired Universal Analytics tags.
- [Personal data tracking checker](https://www.metricmaven.io/tools/pii-tracking-checker): Check whether personal details such as email or phone appear in requests to ad and analytics vendors. Categories only, values are never stored.
- [Google Tag Manager checker](https://www.metricmaven.io/tools/google-tag-manager-checker): Read your published Google Tag Manager container and flag paused or untriggered tags, placeholder IDs, extra containers and Pixels set up twice. Free.
- [Lead form attribution checker](https://www.metricmaven.io/tools/lead-form-attribution-checker): Check whether your lead form pages keep UTM tags and ad click IDs through redirects, and whether they can record which campaign each lead came from.

## Recipes

- [Monthly client performance review](https://www.metricmaven.io/recipes/monthly-client-performance-report): A 13-page monthly performance review deck for each agency client, from one prompt in Claude or ChatGPT. See every page of a fictional sample.
- [Lead-to-revenue dashboard](https://www.metricmaven.io/recipes/lead-to-revenue-funnel-report): A live B2B dashboard: which ad spend produced SQLs, pipeline and closed-won deals, by channel, campaign and ad. See 10 views of a fictional sample.
- [Tracking health alerts](https://www.metricmaven.io/recipes/conversion-tracking-health-check): Slack alerts when a conversion breaks, plus a Monday digest, set up from one prompt in Claude or ChatGPT. See a fictional client’s channel.
- [Budget pacing for every client](https://www.metricmaven.io/recipes/media-budget-pacing-report): A pacing dashboard for every agency client plus a daily Slack digest, set up from one prompt in Claude or ChatGPT. See 8 views of a fictional sample.
- [Monthly organic search report](https://www.metricmaven.io/recipes/monthly-seo-report): A monthly SEO report emailed on the 1st with the full report attached as a PDF, ready to forward. See the email a fictional home-improvement chain gets.
- [Weekly client brief](https://www.metricmaven.io/recipes/weekly-marketing-kpi-scorecard): A Monday 8am email to your client with last week’s KPI scorecard, campaign statuses, calls answered and decisions, set up once in Claude or ChatGPT.

## Guides

- [Jamie Isabel, founder and author](https://www.metricmaven.io/authors/jamie-isabel): Who writes these guides and the measurement work behind them.

### Attribution & Measurement

- [Why your numbers never match between platforms](https://www.metricmaven.io/blog/why-your-numbers-never-match-between-platforms): Your ad dashboards and CRM can count different things, even when the tracking works. Here is how to check the definitions, find the gaps, and explain the report.
- [Why HubSpot and GA4 numbers don’t match](https://www.metricmaven.io/blog/why-hubspot-and-ga4-numbers-dont-match): HubSpot and GA4 disagree because they count different events, people, windows, and lifecycle states. Here is how to reconcile them before the next report review.
- [Ecommerce metric reconciliation: Shopify vs Meta vs Google Ads vs GA4](https://www.metricmaven.io/blog/ecommerce-metric-reconciliation-shopify-meta-google): Shopify, Meta, Google Ads, and GA4 each count sales on their own dates and credit rules. Here is the system of record for each metric and the weekly ratios that keep them honest.
- [Why customer and audience counts don’t match across your CRM and ad platforms](https://www.metricmaven.io/blog/why-customer-and-audience-counts-dont-match): Customer and audience counts differ because each tool counts something different. Stop forcing them equal, name the CRM as the source of truth, and track match rate as a health metric.
- [Why ABM platform reports and web analytics don’t match](https://www.metricmaven.io/blog/why-abm-and-web-analytics-numbers-dont-match): ABM platforms report accounts, GA4 reports people and events, and the CRM owns pipeline. Here is how to reconcile them before the next report review.
- [Why web and mobile app analytics numbers don’t match](https://www.metricmaven.io/blog/why-web-and-app-analytics-numbers-dont-match): Web and app analytics disagree because they come from separate streams, identify people differently, and count installs, sessions, and attribution on different rules. Here is how to reconcile them before the next report review.
- [Why Google Ads and GA4 conversions don’t match](https://www.metricmaven.io/blog/why-google-ads-and-ga4-conversions-dont-match): Google Ads and GA4 count conversions on different dates, models, windows, and tags. Here is how to find the gap and reconcile the two before the next review.
- [Why Meta Ads and GA4 numbers don’t match](https://www.metricmaven.io/blog/why-meta-ads-and-ga4-numbers-dont-match): Meta and GA4 disagree on conversions because of view-through credit, attribution windows, cross-device identity, and missing UTMs. Here is how to reconcile them.
- [Meta’s on-device conversion setting starts November 12. Check it before then](https://www.metricmaven.io/blog/meta-measure-conversions-on-customer-devices): Meta’s “Measure conversions on customer devices” is on by default for eligible pixels. It changes which conversions Meta can see, not how they are credited.
- [Why Shopify and GA4 revenue doesn’t match](https://www.metricmaven.io/blog/why-shopify-and-ga4-revenue-doesnt-match): Shopify records every order on the backend while GA4 only sees purchases the browser reports. Here is how to reconcile orders and revenue before the next review.
- [Why Salesforce and GA4 numbers don’t match](https://www.metricmaven.io/blog/why-salesforce-and-ga4-numbers-dont-match): Salesforce counts leads, contacts, and opportunities while GA4 counts website events and sessions. Here is why the two disagree and how to report on both without guessing.
- [Why LinkedIn Ads and GA4 numbers don’t match](https://www.metricmaven.io/blog/why-linkedin-ads-and-ga4-numbers-dont-match): LinkedIn Ads and GA4 count different clicks, views, and people, so their numbers will not match. Here is how to explain the gap before the next report review.
- [Why GoHighLevel and GA4 numbers don’t match](https://www.metricmaven.io/blog/why-gohighlevel-and-ga4-numbers-dont-match): GoHighLevel counts contacts, pipeline, and won deals while GA4 counts web events and sessions. Here is how to reconcile the gap before the next report review.
- [Why Adobe Analytics and GA4 numbers don’t match](https://www.metricmaven.io/blog/why-adobe-analytics-and-ga4-numbers-dont-match): Adobe Analytics and GA4 use different units, visitor identities, timeouts, and attribution rules. Here is how to reconcile them during a migration or parallel run.
- [Why email and SMS clicks don’t match GA4 sessions](https://www.metricmaven.io/blog/why-email-and-sms-clicks-dont-match-ga4-sessions): An email or SMS click and a GA4 session are different records. Scanners, redirects, UTM gaps, in-app browsers, and consent all change the count. Here is how to reconcile them.
- [GA4 multi-touch attribution without BigQuery: what the built-in reports can and can’t do](https://www.metricmaven.io/blog/ga4-attribution-reports-without-bigquery): GA4’s built-in views cover model comparison, conversion paths, and lookback windows. Here is what they answer well, where they stop, and when the raw export becomes necessary.
- [GA4 multi-touch attribution in BigQuery: build a custom attribution model in SQL](https://www.metricmaven.io/blog/ga4-multi-touch-attribution-bigquery): Turn the GA4 export into sessions, find each conversion, join the sessions in a lookback window before it and assign credit with window functions. The SQL below builds position-based and time-decay models and a channel rollup. It will not match GA4’s data-driven model, which the export does not include.
- [HubSpot multi-touch attribution: native reports vs. a warehouse model](https://www.metricmaven.io/blog/hubspot-multi-touch-attribution): HubSpot’s built-in attribution reports are a useful start. Here is what they measure, where they stop, and how to rebuild the same questions in BigQuery.
- [Salesforce multi-touch attribution: Campaign Influence vs. a warehouse model](https://www.metricmaven.io/blog/salesforce-multi-touch-attribution): Campaign Influence credits revenue to campaigns through campaign members and contact roles. Here is where the native models stop, and how to build an auditable model in the warehouse.
- [Offline conversions: what they are, how to measure them, and what changed in 2026](https://www.metricmaven.io/blog/beginners-guide-to-offline-conversions): When a deal closes on a sales call or in your CRM, your ad platforms never see it. This guide explains offline conversion tracking from the ground up: what to capture when a lead arrives, how to send the outcome to Google Ads, Meta, Microsoft, LinkedIn and TikTok, how the credit works, and what changed in 2026.
- [Multi-touch attribution and models explained](https://www.metricmaven.io/blog/multi-touch-attribution-mta-technical-guide): Multi-touch attribution (MTA) shares credit for a conversion across the interactions your systems recorded before it, and an attribution model is the rule that decides how.
- [Dynamic UTM parameters: a generator, plus tracking template vs. Final URL suffix](https://www.metricmaven.io/blog/dynamic-utm-parameters): Build a platform-ready dynamic UTM template, learn how to test supported macros, and see why Maven uses utm_mc_id to audit paid-media attribution coverage.

### Client Reporting

- [Looker Studio vs HubSpot vs Google Sheets for marketing reporting](https://www.metricmaven.io/blog/looker-studio-vs-hubspot-vs-sheets-marketing-reporting): Looker Studio, HubSpot, and Google Sheets are three different reporting jobs, not three versions of one tool. Here is how to pick for your team and where each one breaks.

### Data Infrastructure

- [Server-side tagging: what it is, when it is worth it, and how to set it up](https://www.metricmaven.io/blog/server-side-tagging-guide): The complete guide to server-side tagging and tracking: how it works, a custom tracking domain, hosting and cost, Google tag gateway vs server-side GTM, and routing GA4, Google Ads, Meta and other platforms.
- [Tracking QA checklist: what to test before you launch a site or campaign](https://www.metricmaven.io/blog/tracking-qa-checklist-before-launch): Launches break tracking in predictable places: new templates, new forms, redirects, consent banners, and new domains. Test each one before the traffic arrives.
- [Marketing tracking audit checklist: GA4, ads and CRM](https://www.metricmaven.io/blog/marketing-tracking-audit-checklist): A tracking audit reviews a live setup step by step: tags, consent, GA4, campaign tags, ad platform conversions, the CRM handoff, and one period of reconciled numbers.
- [Google Consent Mode v2, explained: basic vs advanced setup](https://www.metricmaven.io/blog/google-consent-mode-v2-explained): Consent Mode passes each visitor’s cookie choices to Google tags. Basic and advanced setups differ in whether tags wait for consent or send cookieless signals before it is given.
- [Enhanced conversions in Google Ads: how web and lead setups work](https://www.metricmaven.io/blog/google-ads-enhanced-conversions-guide): Enhanced conversions add hashed first-party customer data to Google Ads conversions so more of them can be matched to ad clicks. Here is how the web and lead versions differ, how to set them up, and how to check they work.
- [Meta Conversions API deduplication: how pixel and server events are matched](https://www.metricmaven.io/blog/meta-conversions-api-deduplication): When the Meta Pixel and the Conversions API both report the same conversion, deduplication decides whether Meta counts it once. Here is how the matching works and how to check it.
- [ChatGPT Ads Conversions API: how to set up the Pixel and server events](https://www.metricmaven.io/blog/chatgpt-ads-conversions-api): How to track ChatGPT Ads conversions: install OpenAI’s Pixel, send server events through the Conversions API from server-side GTM or your backend, share one event ID for deduplication, and check that it works.
- [GoHighLevel server-side tracking: send funnel, form and booking events to GA4, Google Ads and Meta](https://www.metricmaven.io/blog/gohighlevel-server-side-tracking): How to track GoHighLevel funnels, forms and calendars server-side: where tracking code goes, why embedded forms break browser tags, server-side GTM on your own tracking domain, workflow webhooks, HighLevel’s native Meta CAPI and Google Ads actions, click IDs and deduplication.
- [Healthcare marketing tracking without sending patient data to ad platforms](https://www.metricmaven.io/blog/healthcare-marketing-tracking-without-phi): Healthcare teams can still learn which campaigns book consultations without passing clinical details, identifiers, or condition-specific page data into ad platforms and analytics tools.
- [Bank and credit union marketing tracking without sending customer data to ad platforms](https://www.metricmaven.io/blog/bank-credit-union-marketing-tracking-compliance): Banks and credit unions can still learn which campaigns produce funded accounts without passing account numbers, balances, or application details into ad platforms and analytics tools.

### Platform Playbooks

- [How to fix “This dataset has been accessed too many times” from GA4 in Looker Studio](https://www.metricmaven.io/blog/how-to-fix-dataset-has-been-accessed-too-many-times-google-analytics-4-ga4-in-looker-studio): Your report has used up the GA4 property’s API quota. Switch the data source to owner’s credentials, merge duplicate GA4 sources and trim charts. If it keeps happening, extract the data or report from BigQuery.
- [Google Ads offline conversion import: how to upload CRM conversions through Data Manager](https://www.metricmaven.io/blog/google-ads-offline-conversion-import): How to get offline and CRM conversions into Google Ads after the June 15, 2026 move to the Data Manager API: who has to act, GCLID import vs enhanced conversions for leads, each upload route step by step, field mapping, checks and common errors.
- [HubSpot offline conversions: how to send lifecycle stages and closed-won deals to Google Ads and Meta](https://www.metricmaven.io/blog/hubspot-offline-conversions): How to send HubSpot lifecycle stages and closed-won deals to Google Ads and Meta as offline conversions: HubSpot’s ad conversion events, Google’s Data Manager connection, the Meta Conversions API, click ID capture, which stages to send, and when you need a custom route.
- [Enhanced conversions for leads not working (but offline imports work)](https://www.metricmaven.io/blog/enhanced-conversions-for-leads-not-working): Your GCLID imports land, but enhanced conversions for leads never show. A symptom, cause, check and fix diagnostic built on Google’s own docs: the two diagnostics reports, customer data terms, the tag on your forms, hashing, the API cutoff and consent.
- [ChatGPT Ads offline conversions: how to send CRM, phone and in-store sales to OpenAI](https://www.metricmaven.io/blog/chatgpt-ads-offline-conversions): How to get offline outcomes into ChatGPT Ads: what OpenAI’s Conversions API accepts for CRM, phone and in-store events, which stages to send, the 7-day and 30-day clocks, LiveRamp’s invite-only program, and what isn’t documented yet.
- [Microsoft Ads offline conversions: how to import CRM outcomes into Microsoft Advertising](https://www.metricmaven.io/blog/microsoft-ads-offline-conversions): How to send offline and CRM conversions to Microsoft Advertising (Bing): capture the MSCLKID, create an offline conversion goal, upload by file, schedule or API, add hashed email and phone for enhanced conversions, and fix the common errors.
- [GoHighLevel attribution reporting: first touch, latest touch, and what actually closed](https://www.metricmaven.io/blog/gohighlevel-attribution-reporting): GoHighLevel stores a first and a latest source on each contact, and its Lead Source report shows won opportunity value by source for one sub-account. To see revenue by campaign across clients, keep UTMs on the contact, record a won date and join opportunities to source outside GHL.
- [GoHighLevel offline conversions: sending won deals to Google Ads and Meta](https://www.metricmaven.io/blog/gohighlevel-offline-conversions-google-meta): Google Ads and Meta only see the form fill unless you send outcomes back. Here is how to capture the match keys at lead time, trigger on won deals in GoHighLevel, and send them without double counting.

### Agency Operations

- [Client reporting workflow and system for agencies](https://www.metricmaven.io/blog/client-reporting-workflow-for-agencies): Keep the data checks and production steps the same for every client. Then spend your editorial time on what changed for that client.
- [HubSpot data cleanup checklist for reporting](https://www.metricmaven.io/blog/hubspot-data-cleanup-checklist-for-reporting): Use this HubSpot data cleanup checklist for reporting before a monthly review, QBR, board update, or client report turns into a numbers dispute.
- [Agency client reporting QA checklist and metric definitions template](https://www.metricmaven.io/blog/agency-client-reporting-qa-checklist): A client reporting QA checklist and a shared metric definitions template catch the errors that cause number disputes before the report reaches the client.
- [How fractional analytics leadership works: what a fractional analytics manager does](https://www.metricmaven.io/blog/how-fractional-analytics-leadership-works): What fractional analytics leadership is, how the engagement model works, and why agencies use it instead of hiring a full in-house team.

## For AI assistants

- [Maven MCP server](https://www.metricmaven.io/docs/mcp): Connect a Maven workspace to Claude, Cursor or any MCP client to ask questions, build reports and set up alerts in plain language.
- [MCP reference (Markdown)](https://www.metricmaven.io/docs/mcp.md)

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