Our solution to the biggest problem in performance marketing

Broken conversion tracking is the biggest issue in performance marketing right now - but no one’s talking about it. 

We identified the problem and built a solution. It’s called Leaf Signal.

Ad platforms are only as good as the data you feed them

Performance marketing isn’t what it used to be. When we started Leaf, the core to our service was a platform we created that automated budget allocation and audience targeting across channels. Now, the ad platforms do it themselves. 

Automation transformed paid media, with platforms now placing ads, targeting audiences, optimising bids and distributing budgets automatically.

What powers those decisions? Signal data. Insights into what customers actually get up to on your website, from page views to checkout initiations to purchases. 

But we noticed something.

Every time we audited a paid media account, we saw the same thing: broken conversion tracking. 

That all-important signal data Meta and Google need to optimise their campaigns is either missing or duplicated, so the platforms are making decisions based on bad information.

That means brands spending thousands (or even millions) on paid media are wasting budget on poorly targeted campaigns and audiences that aren’t right.

That’s the hidden cost of broken tracking. That’s why we created Leaf Signal.

Why conversion tracking matters

Conversion tracking captures the customer interactions (events) that take place on your website. These signals should then be enriched with product and customer data, and fed into your advertising and analytics platforms to power targeting, attribution and optimisation.

The richer and more consistent the data, the better your campaign performance and decision-making.

If the signals are missing or duplicated, platforms can’t optimise effectively, which means:

• Retargeting pools shrink

If ‘product view’ or ‘add-to-cart’ events are missing, users never enter your retargeting audiences, so warm prospects are lost entirely.

• Lookalike audiences degrade

If ‘purchase’ events are missing or firing inconsistently, platforms train on inaccurate data, leading to lower-quality lookalikes and weaker prospecting.

• Budgets shift away from high-performing campaigns 

If conversions aren’t tracked, Meta and Google undervalue the campaigns actually driving results and divert spend elsewhere. 

• Attribution becomes unreliable 

Duplicated events inflate ROAS while missing ones underreport performance. This makes it hard to know which channels, ads or messaging are actually working.

When tracking breaks, performance breaks with it.

What Leaf Signal does

Most brands suffer from broken conversion tracking because they treat tracking like a one-time setup job - something you set and forget.

But tracking doesn’t stay fixed.

Site changes, platform updates, new templates and dev rollouts can all silently break your tracking and impact your performance without warning.

Leaf Signal solves this by fixing your tracking at the source and monitoring it continuously. It’s made up of two integrated technologies:

Connect: Better data, better performance.

Connect captures rich, first-party event data from your website and sends it to platforms like Meta, Google and GA4 in real time. It supports both browser and server-side tracking, and integrates with all major ecommerce platforms. 

Watcher: More reliable, more efficient.

Watcher monitors your tracking setup 24/7, detecting issues before they impact performance. It tests key events daily and flags anomalies, alerting us immediately when something breaks. 

Supported by an expert team, Connect and Watcher ensure your tracking is both accurate and dependable, so your campaigns run on clean data consistently.

Who it’s for

Leaf Signal is built for DTC retailers that rely on platforms like Meta, Google and TikTok to drive growth.

It’s especially useful for brands investing heavily in paid media, where even small gaps in event data can have a big impact on performance. 

97% of the UK’s ecommerce sites have broken conversion tracking. Signal is built for them.

Where to start

Spoiler alert: your site is probably one of the 97%. If you’re not sure, we can show you.

Our free tracking audit will analyse your tracking setup and flag any issues that may be impacting your paid media performance. 

We’ll show you what’s broken and why it matters. You’ll get a clear view of how to fix it, and confidence in the data that powers your performance engine.

Book it now - we’ll see you then!