Free · Audit PDF
Reading Your Own Numbers
Why Google Ads, GA4, Shopify and your attribution tool report four different numbers for the same order, and which one to trust every Monday.
What is inside
- 01The $52k that got counted twice
- 02Four clocks, four definitions of a sale
- 03The double-count test, step by step
- 04The brand split by hand
- 05The attribution window cheat sheet
- 06New customers vs returning, set up right
- 07The channel pause test
- 08Six things that break every reconciliation
Look inside first
Real pages from the file. No blurred teaser, no locked preview.
How it opens
Monday, 8:40am, four tabs open for a client of ours. Google Ads says Search drove $18,400 in conversion value yesterday. GA4 says Paid Search drove $14,900. Shopify says the store did $31,200 in total orders. The attribution tool says Google Ads gets credit for $22,100 of it. Same store, same day, four numbers, and only one of them ever shows up in a bank account. This isn't a broken pixel. Sometimes it is, and section eight covers that. Most of the time it's four clocks running four different systems, each one reporting what it was built to report, nothing more.
That is page one, unedited. The remaining 7 sections carry the thresholds, the tables and the fixes.
Who this is for
- You own the business and the P&L
- You own a DTC or ecommerce brand
- You sit over growth across several channels
Where this came from
Not theory and not a summary of someone else's blog post. Every checklist here came out of an account I actually run, and the thresholds are the ones I use on a Monday morning.
- 100+
- Ecommerce accounts run
- $300k–$2.5M
- Monthly spend managed
- $0
- Price of everything here
Questions
What does it cost?
Nothing. There is no paid tier behind it and no call to book at the end.
What format is it?
A audit pdf you can download and keep. It opens on a phone.
What happens to my email address?
It goes on my list so I can send you the writing. I do not sell it or share it, and every email has an unsubscribe link.
Do I need to be running Google Ads already?
No. Plenty of this applies before you spend a dollar, and knowing the thresholds up front is cheaper than learning them live.
Where should I send it?
Reading Your Own Numbers
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