<b>The order they never counted</b>

<b>The order they never counted</b>

A mid-size B2B SaaS swore their paid social was dead. Cost per lead looked fine, but the revenue dashboard showed almost nothing closing from those campaigns. So they prepared to cut the budget.

The clue sat on the thank-you page. The confirmation step redirected through a third-party billing domain before bouncing back, and the analytics tag fired <i>before</i> the redirect resolved. Roughly a third of completed purchases lost their original source and landed in (direct)/(none).

They moved the conversion tag to fire server-side off the billing webhook instead of the redirect.

Paid-social attributed revenue jumped from $4,100 to $19,800 a month — same spend, same campaigns. Nothing about the ads changed. The reporting just finally saw them.

The lesson: before you kill a channel, check whether your tags can actually survive the checkout flow it sends people through.