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Four Answers.",{"src":1000,"alt":1001,"width":1002,"height":1002,"srcset":1003},"/media/24-hero-art.fee1c8fd.webp","Illustration for Which Number Would You Report to Your CEO?",1600,"/media/24-hero-art.fee1c8fd-400x400.webp 400w, /media/24-hero-art.fee1c8fd-900x900.webp 900w, /media/24-hero-art.fee1c8fd-1600x1600.webp 1600w",{"shop":1005,"leads":1005},[],{"forList":1007,"notForList":1008,"photoShop":-1,"photoLeads":-1},[],[],{"intro":-1,"note":-1,"pages":1010},[],[],[],5,{"startHeading":-1,"whereToStartShop":-1,"whereToStartLeads":-1,"step2":1015,"related":1016},[],[],{"title":-1,"description":-1,"image":-1},"scenario",{"meta":1020,"engine_additions":1031,"question_types":1047,"intro":1069,"track_selector":1073,"scoring":1088,"tracks":1105,"result_types":1803,"placeholders":1864,"result_labels":1869,"share_card":1892,"email_capture":1900,"lead_capture":1921,"analytics":1994,"pdf":2017,"visuals":2056,"sources":2107,"spend_band_labels":2174,"result_screen_order":2176,"forward_email":2188,"thank_you_routes":2199},{"id":1021,"title":1022,"engine_version":1023,"content_version":1024,"language":485,"currency":1025,"reuse_note":1026,"facts_as_of":1027,"numbers_note":1028,"edition_line":1029,"url":1030},"ceo-number-quiz","Which number would you report to your CEO?","1.0","2026-10-09","EUR","Built on the Tracking Readiness Scorecard engine (07-tracking-readiness-scorecard\u002Fscorecard.json) and follows the conventions of 14-numbers-lying-quiz\u002Fquiz.json. Same top-level keys, same track, qualification, cta and email_capture field names. Engine additions are listed in engine_additions and documented in question_types.","October 2026. Platform behaviour as documented by each platform; every explanation reuses 06-why-numbers-never-agree\u002Fexplainer.md and cheat-sheet.md.","All numbers in the scenarios are illustrative, not data from any real business.","Made by Trackian, a marketing brain for your business. Edition: October 2026.","https:\u002F\u002Ftrackian.com\u002Fresources\u002Fceo-number-scenario-quiz",[1032,1033,1034,1035,1036,1037,1038,1039,1040,1041,1042,1043,1044,1045,1046],"question type \"scenario\" (tracks[].questions[].type), documented in question_types.scenario","per-option result (correct | partial | wrong), habit and feedback; per-question correct_option and partial_options","scoring.points_by_result, scoring.result_type_rule, scoring.habit_weights, scoring.habit_tie_break, scoring.habit_fallback","top-level result_types (shared by both tracks); bands[].result_type points to a result type or \"by_habit\"","share_card (one line plus score, no personal data)","result_labels: answer-reveal labels (best_answer_label, partial_label, wrong_label, why_label, counts_label, ceo_label, worth_checking_label, explainer_ref_label)","scoring.total_max is 12 (6 scenarios x 2 points), not 100","analytics block (same event names as 07, scenario-specific parameters)","scoring.renderer_note: the score is out of 12; the renderer must not assume 100","ctas holds ONE primary CTA (check_24h, track-specific, LAUNCH-BLOCKS s.4.2) plus tracks[].next_step (step 2, a plain text link to the 06 explainer) and result_labels.step_one_line","tracks[].keep_learning: content text links (the Missing Orders \u002F Missing Leads sheet), not CTAs","forward_email (mailto, filled from the visitor's own answers; LAUNCH-BLOCKS s.6.1)","thank_you_routes (high \u002F medium \u002F low, LAUNCH-BLOCKS s.9.4) and lead_scoring v2 in lead_capture","track_selector.preselect_from_url (?v=shop \u002F ?v=leads)","timing qualification question after role (LAUNCH-BLOCKS s.9.2)",{"scenario":1048},{"description":1049,"fields":1050},"A short realistic setup with illustrative numbers from several tools, one question from the CEO, and 3-4 answer options. After the visitor answers, the screen reveals whether the answer was right, partly right or wrong, the feedback for the chosen option, the best answer and why, what each tool actually counts, an optional \"worth checking\" note, and one sentence to say to the CEO. Explanations are shown after every scenario (this is a teaching quiz), not only at the end.",{"id":1051,"type":1052,"title":1053,"setup":1054,"numbers_label":1055,"numbers":1056,"question":1057,"max_points":1058,"shuffle_options":1059,"options":1060,"correct_option":1061,"partial_options":1062,"best_answer_why":1063,"worth_checking":1064,"what_each_counts":1065,"ceo_line":1066,"explainer_refs":1067,"sources":1068},"s1-s6 (shop) or l1-l6 (lead-gen)","always \"scenario\"","short scenario name, may carry dry wit","2-3 sentences, always starting \"Example:\"","label shown above the numbers table; always \"Illustrative numbers\"","list of {source, value}: what each tool or record shows","the CEO's question","2","false: keep the listed order (correct answers are already spread across positions)","list of {id, text, result, points, habit, feedback}. result is correct | partial | wrong; points follow scoring.points_by_result; habit is a result_types id used for low scores (optimist, double_counter, diplomat, pessimist) or null","id of the single correct option","ids of partly right options (may be empty)","why the best answer is best","optional red-flag note, or null","list of {source, counts}: what each tool in the scenario actually counts","one plain sentence to say to the CEO","section headings in 06-why-numbers-never-agree\u002Fexplainer.md","ids in the top-level sources list",{"headline":1022,"subheadline":1070,"meta_line":1071,"start_button":994,"small_print":1072},"Meta says one thing, Google Ads another, Google Analytics (GA4) a third, and your shop or lead list something else. Six short scenarios. Pick the number you'd report, see the best answer and why, and take away one sentence you can say in your next meeting.","About 4 minutes · Answers explained as you go · No email needed to see your result","All numbers in the scenarios are illustrative, not data from any real business. Platform behaviour as documented in October 2026; your own settings may differ. Right = 2 points, partly right = 1, wrong = 0.",{"id":1074,"text":1075,"helper":1076,"scored":266,"options":1077,"preselect_from_url":1084},"track","Do you sell online, or do you collect leads?","If you do both, pick the one most of your ad budget goes to. You can take the other edition afterwards.",[1078,1081],{"id":1079,"text":1080,"sets_track":1079},"shop","I sell online (I run an online shop)",{"id":1082,"text":1083,"sets_track":1082},"leadgen","I collect leads (forms, calls or bookings)",{"param":1085,"values":1086,"note":1087},"v",{"shop":1079,"leads":1082},"An ad URL with ?v=shop or ?v=leads pre-selects the track and shows that edition's intro. Visitors can still change it.",{"total_max":1089,"points_by_result":1090,"method":1091,"result_type_rule":1092,"habit_weights":1097,"habit_tie_break":1098,"habit_fallback":1100,"renderer_note":1103,"habit_balance":1104},12,{"correct":253,"partial":5,"wrong":274},"Sum the points of the chosen option for each of the 6 scenarios (correct 2, partial 1, wrong 0). Maximum 12. Qualification questions are never scored.",[1093,1094,1095,1096],"1. Find the band for the score: b3 (11-12) gives The Reconciler, b2 (8-10) gives The Fact-Checker.","2. For b1 (0-7), the result type is the visitor's dominant habit. Add up the habit tags of every chosen option that isn't correct, weighting wrong answers 2 and partly right answers 1 (options with habit null add nothing).","3. The habit with the highest total wins. Break ties in the order of habit_tie_break.","4. If no habit has any weight (every non-correct answer had habit null), use habit_fallback.",{"wrong":253,"partial":5},[1099,1100,1101,1102],"double_counter","diplomat","optimist","pessimist","The score is out of 12, not 100. Show it as {score}\u002F12 with the breakdown; never convert it to a percentage or assume the 100-point scale that 07 and 14 use.","Rebalanced 9 Oct 2026 so no single result type takes more than about 30% of the 4,096 answer patterns per track (s6 b and l4 a retagged from optimist to double_counter; tie-break order double_counter, diplomat, optimist, pessimist). Shares are in EDITORIAL-NOTES.md.",[1106,1515],{"id":1079,"name":1107,"short_name":1108,"intro":1109,"qualification":1115,"questions":1164,"bands":1466,"diy_reality":1483,"pitch":1486,"ctas":1493,"next_step":1504,"keep_learning":1508},"Which number would you report to your CEO? Shop edition","shop edition",{"headline":1110,"subheadline":1111,"meta_line":1071,"start_button":1112,"seasonal_variants":1113,"preselect_param":1114},"Meta says 120. Google Analytics says 80. The shop says 100. What do you tell your CEO?","Six everyday situations from an online shop running Google and Meta ads. Pick the number you'd report, see the best answer and why, and take away one sentence you can use in your next meeting.","Start the shop edition",[],"?v=shop",[1116,1134,1151],{"id":1117,"text":1118,"helper":1119,"scored":266,"options":1120,"ask_after":1133},"spend_band","Roughly how much do you spend on ads per month, across all platforms?","This one isn't scored. It helps us point you to the right next step.",[1121,1124,1127,1130],{"id":1122,"text":1123},"under_2k","Under €2k",{"id":1125,"text":1126},"2k_5k","€2k-5k",{"id":1128,"text":1129},"5k_15k","€5k-15k",{"id":1131,"text":1132},"15k_plus","€15k+","s3",{"id":1135,"text":1136,"helper":1119,"scored":266,"options":1137,"ask_after":1150},"role","Which best describes you?",[1138,1141,1144,1147],{"id":1139,"text":1140},"owner","Owner or founder",{"id":1142,"text":1143},"marketing_lead","Marketing lead (CMO, head of marketing)",{"id":1145,"text":1146},"agency","Agency (answering for a client)",{"id":1148,"text":1149},"other","Other","s6",{"id":1152,"text":1153,"helper":1119,"scored":266,"ask_after":1135,"options":1154},"timing","When do you want this sorted?",[1155,1158,1161],{"id":1156,"text":1157},"this_month","This month",{"id":1159,"text":1160},"this_quarter","This quarter",{"id":1162,"text":1163},"exploring","Just exploring",[1165,1225,1274,1324,1372,1417],{"id":1166,"type":1018,"title":1167,"setup":1168,"numbers_label":1169,"numbers":1170,"question":1180,"max_points":253,"shuffle_options":266,"options":1181,"correct_option":1192,"partial_options":1201,"best_answer_why":1202,"worth_checking":1203,"what_each_counts":1204,"ceo_line":1213,"explainer_refs":1214,"sources":1219},"s1","Three numbers walk into a board meeting","Example: it's the first Monday of the month and you're pulling last month's sales for the board pack. Your shop sells through Meta ads, Google ads, email and organic search. You look in three places.","Illustrative numbers",[1171,1174,1177],{"source":1172,"value":1173},"Meta Ads Manager","120 purchases",{"source":1175,"value":1176},"Google Analytics (GA4)","80 purchases",{"source":1178,"value":1179},"Your shop admin","100 orders","Your CEO asks: \"How many sales did we make last month?\" Which number do you report?",[1182,1187,1191,1196],{"id":1183,"text":1184,"result":1185,"points":274,"habit":1101,"feedback":1186},"a","120, from Meta. It's where most of the budget goes.","wrong","Meta's number answers a narrower question: how many purchases happened within its window after someone clicked or saw a Meta ad. It can't be your total, and here it's even higher than the orders the shop actually took.",{"id":1188,"text":1189,"result":1185,"points":274,"habit":1102,"feedback":1190},"b","80, from GA4. Google Analytics is the neutral referee.","GA4 is neutral between channels, but it only counts the purchases its tag records. Visitors who decline cookies or block tracking never reach it, so it normally shows fewer sales than the shop.",{"id":1192,"text":1193,"result":1194,"points":253,"habit":260,"feedback":1195},"c","100, from the shop.","correct","Every order is a real record in your shop, whether or not the customer accepted cookies or clicked an ad. For \"how many sales\", the shop is the record.",{"id":1197,"text":1198,"result":1199,"points":5,"habit":1100,"feedback":1200},"d","All three, and let the CEO decide.","partial","Honest, but it hands your CEO a puzzle instead of an answer. Give the shop's number, then one line on why the others differ.",[1197],"Your shop creates every order on its own server when the customer pays, so its count doesn't depend on cookies, consent or ad clicks. GA4 and Meta each answer a narrower question with their own rules. Use the shop for the total, GA4 to compare channels, and Meta to compare Meta campaigns with each other.","One ad platform claiming more sales than the shop took in total can't be explained by shared customers alone. Different dates and modelled conversions explain a little. A big excess is a reason to check whether purchases are counted twice, for example by the Meta pixel and the Conversions API without a shared event ID.",[1205,1207,1210],{"source":1172,"counts":1206},"Purchases after someone clicked or saw a Meta ad, within the attribution setting chosen for each ad set (check yours in Ads Manager), reported on the date of the ad impression or click. May include modelled conversions. Counts customers other channels also claim. Browser pixel and server (Conversions API) events are merged only when they share the same event name and event ID.",{"source":1208,"counts":1209},"GA4","Purchase events its tag recorded, on the day they happened. Misses visitors who declined cookies (with basic Consent Mode nothing is sent to Google at all), use ad blockers, or whose cookies expired.",{"source":1211,"counts":1212},"Your shop","Every order placed, on the day it was placed, in the store's time zone. Shopify's sales reports include pending, unpaid and cancelled orders and leave out deleted and test orders, so agree what you count.","We took 100 orders last month; Meta's 120 includes people who only saw an ad and customers other channels also claim, so we use it to compare Meta campaigns, not to count sales.",[1215,1216,1217,1218],"1. Attribution windows and view-through","5. Consent, ad blockers and browser privacy","7. Deduplication and double counting","Which number should you trust?",[1220,1221,1222,1223,1224],"meta-insights","meta-modelling","meta-dedup","cm-dev","shopify-sales",{"id":1226,"type":1018,"title":1227,"setup":1228,"numbers_label":1169,"numbers":1229,"question":1239,"max_points":253,"shuffle_options":266,"options":1240,"correct_option":1197,"partial_options":1253,"best_answer_why":1254,"worth_checking":260,"what_each_counts":1255,"ceo_line":1264,"explainer_refs":1265,"sources":1268},"s2","Everyone claims the same customer","Example: one week, all channels. GA4 credits about 21 of its 37 purchases to paid ads (paid search and paid social) and the rest to email, organic and direct.",[1230,1232,1235,1237],{"source":1172,"value":1231},"48 purchases",{"source":1233,"value":1234},"Google Ads","41 conversions",{"source":1208,"value":1236},"37 purchases (about 21 credited to paid ads)",{"source":1178,"value":1238},"52 orders","Your CEO asks: \"How many of last week's sales came from our ads?\" What do you say?",[1241,1244,1247,1250],{"id":1183,"text":1242,"result":1185,"points":274,"habit":1099,"feedback":1243},"89: Meta's 48 plus Google Ads' 41.","89 is more than the 52 orders the shop took. Many buyers touch a Meta ad and a Google ad before buying, and both platforms count that one order as their own. Adding ad platforms together always over-counts.",{"id":1188,"text":1245,"result":1185,"points":274,"habit":1101,"feedback":1246},"48: Meta's number, the biggest single claim.","Meta counts every purchase within its window after a click or view of a Meta ad, including people who also clicked a Google ad or an email. It's the right number for comparing Meta campaigns, not for the ads' share of sales.",{"id":1192,"text":1248,"result":1199,"points":5,"habit":260,"feedback":1249},"52: every order in the shop.","52 is the right ceiling, but it includes orders from email, organic search and returning customers who typed in your address. The ads' share is somewhere below it.",{"id":1197,"text":1251,"result":1194,"points":253,"habit":260,"feedback":1252},"Roughly 30: GA4's paid-ads share, applied to the shop's 52 orders.","GA4 applies one attribution model to every channel, so it's the fairest place to split sales between them. It under-counts too, but it applies the same rules to every channel, so its share (about 21 of 37) applied to the shop's 52 gives a sensible estimate. Say it's an estimate.",[1192],"Each ad platform only sees its own ads, so each one credits itself with customers the other also touched. Add them up and you get more sales than the shop had. The shop gives you the total; GA4 gives you one consistent way of splitting it between channels. Together they give an honest estimate, and each platform's own number stays useful for comparing its own campaigns.",[1256,1258,1260,1262],{"source":1172,"counts":1257},"Purchases after a click or view of a Meta ad, within the attribution setting chosen for each ad set (check yours in Ads Manager). Doesn't know about the Google ad or the email.",{"source":1233,"counts":1259},"Conversions after a Google ad interaction, credited to the date of that interaction (usually the click), within a 30-day click window by default. Shares credit only among Google ads. The Conversions column mixes observed and modelled conversions.",{"source":1208,"counts":1261},"Purchases its tag recorded, with credit shared across all channels (paid, organic, email, referral, direct). Data-driven attribution is the default.",{"source":1211,"counts":1263},"Every order from every channel. Shopify's own marketing reports give the credit to the last non-direct click by default.","We had 52 orders last week and roughly 30 came through paid ads by Google Analytics' count; Meta and Google each claim some of the same customers, so their numbers can't be added up.",[1266,1267,1218],"3. Attribution models: everyone claims the credit","4. Modelled conversions and Consent Mode",[1220,1269,1270,1271,1272,1273],"ads-windows","ads-attribution","ads-modeled","ga4-attr","shopify-attribution",{"id":1133,"type":1018,"title":1275,"setup":1276,"numbers_label":1169,"numbers":1277,"question":1287,"max_points":253,"shuffle_options":266,"options":1288,"correct_option":1192,"partial_options":1301,"best_answer_why":1302,"worth_checking":260,"what_each_counts":1303,"ceo_line":1315,"explainer_refs":1316,"sources":1320},"September keeps changing","Example: on 1 October you send the board September's Google Ads results. A week later you pull the same report again. Nobody has touched the account. One more detail: an agency abroad set up the Google Ads account years ago, in a different time zone from your shop.",[1278,1281,1284],{"source":1279,"value":1280},"Google Ads, September, pulled 1 October","210 conversions",{"source":1282,"value":1283},"Google Ads, September, pulled 8 October","228 conversions",{"source":1285,"value":1286},"Your shop admin, September","640 orders (unchanged)","Your CEO asks why September's Google Ads number went up after the month ended, and which one belongs in the board pack.",[1289,1292,1295,1298],{"id":1183,"text":1290,"result":1185,"points":274,"habit":1102,"feedback":1291},"210: the number at month end. A closed month shouldn't change.","September hadn't finished counting on 1 October. Google Ads puts each conversion on the day of the ad click, so people who clicked in late September and bought in early October are still being added to September.",{"id":1188,"text":1293,"result":1199,"points":5,"habit":1101,"feedback":1294},"228: it's newer, so it's more complete.","It is more complete for September's clicks, but some of those 228 sales happened in October. Next to the shop's September orders, it compares two different things.",{"id":1192,"text":1296,"result":1194,"points":253,"habit":260,"feedback":1297},"Google Ads' \"by conversion time\" figures for September, pulled a few days after month end, next to the shop's 640 orders.","The \"by conv. time\" columns put each conversion on the day it happened, as the shop does. Pull them a few days after month end, note the date you pulled, and both numbers describe the same month.",{"id":1197,"text":1299,"result":1185,"points":274,"habit":1100,"feedback":1300},"219: halfway between the two pulls.","An average of two snapshots isn't a measurement of anything. The number moved for a known reason, so pick the version that matches what you're comparing it with.",[1188],"Google Ads' standard columns report conversions on the date of the ad interaction (usually the click). Any sale within the conversion window (30 days by default) can still be added to an earlier day, and modelled conversions can take up to 5 days to settle. For month-end reporting next to the shop, use the \"by conv. time\" columns, pulled a few days after month end. Leave the standard columns for campaign decisions: they're what bidding sees.",[1304,1307,1310,1312],{"source":1305,"counts":1306},"Google Ads (standard columns)","Conversions on the date of the ad interaction (usually the click), in the account's time zone, which Google says is permanently set when the account is created. Late sales keep landing on earlier click dates; modelled conversions can take up to 5 days to stabilise.",{"source":1308,"counts":1309},"Google Ads (\"by conv. time\" columns)","The same conversions, placed on the day they happened.",{"source":1211,"counts":1311},"Orders on the day they were placed, in the store's time zone. If that differs from the Google Ads account's time zone, late-evening sales on the last day of the month can land in different months in the two tools.",{"source":1313,"counts":1314},"GA4 (for comparison)","Events on the day they happened, in the property's reporting time zone. Data can still change for 24 to 48 hours while it's processed.","Google Ads keeps adding late sales to the day of the ad click, so for the board we use its by-conversion-date figures, pulled a few days after month end, next to the 640 orders the shop took.",[1317,1318,1319],"2. Which date a conversion is reported on","6. Time zones and currencies","9. Data freshness and late-arriving conversions",[1321,1269,1271,1322,1323],"ads-conv-time","ads-tz","ga4-fresh",{"id":1325,"type":1018,"title":1326,"setup":1327,"numbers_label":1169,"numbers":1328,"question":1344,"max_points":253,"shuffle_options":266,"options":1345,"correct_option":1188,"partial_options":1358,"best_answer_why":1359,"worth_checking":260,"what_each_counts":1360,"ceo_line":1367,"explainer_refs":1368,"sources":1370},"s4","The banner that ate GA4","Example: a new cookie banner went live on the 3rd of last month. This month's report lands on your desk.",[1329,1332,1335,1338,1341],{"source":1330,"value":1331},"Your shop admin, month before","405 orders",{"source":1333,"value":1334},"Your shop admin, last month","410 orders",{"source":1336,"value":1337},"GA4, month before","340 purchases",{"source":1339,"value":1340},"GA4, last month","250 purchases",{"source":1342,"value":1343},"Google Ads and Meta","Roughly the same as the month before","Your CEO has seen the GA4 report and asks: \"Did sales drop by a quarter last month?\"",[1346,1349,1352,1355],{"id":1183,"text":1347,"result":1185,"points":274,"habit":1102,"feedback":1348},"Yes. GA4 went from 340 to 250 purchases.","GA4 only counts the purchases its tag is allowed to record. The shop, which records every order regardless of cookies, says sales went up slightly.",{"id":1188,"text":1350,"result":1194,"points":253,"habit":260,"feedback":1351},"No. Sales held at about 410. GA4 now sees 61% of orders instead of 84%, which points to the new banner, not to customers.","The record (the shop) is steady, and the share of orders GA4 can see fell sharply right after a banner change. That's the classic sign of a tracking change, not a demand change.",{"id":1192,"text":1353,"result":1185,"points":274,"habit":1100,"feedback":1354},"A bit. Report the average of GA4's drop and the shop's change.","Averaging a tracking fault with the truth gives a number that's wrong in a new way. The shop says what happened; GA4 says what it could see.",{"id":1197,"text":1356,"result":1199,"points":5,"habit":1101,"feedback":1357},"No. Meta and Google Ads are steady, so nothing's wrong.","Right that sales held, but for the wrong reason, and something is wrong: GA4 has lost sight of about a quarter of purchases, so every channel report built on it is now off. The ad platforms' steadiness doesn't prove much either, because both can fill gaps with modelled conversions.",[1197],"When the shop is steady and GA4 drops, the problem is what GA4 can see, not what customers did. GA4's share of orders fell from about 84% (340 of 405) to about 61% (250 of 410) right after the banner change. Whether declined visitors send nothing (basic Consent Mode) or only cookieless signals (advanced) depends on how the banner was set up. Track that share every month: a sudden change in it is the signal, not the gap itself.",[1361,1363,1365],{"source":1211,"counts":1362},"Every order, created on your server when the customer pays. Cookie choices don't affect it.",{"source":1208,"counts":1364},"Only visits where its tag is allowed to run. With basic Consent Mode, a visitor who declines sends nothing to Google at all. With advanced Consent Mode, Google gets cookieless signals, and GA4 can model the missing behaviour only above Google's traffic thresholds.",{"source":1342,"counts":1366},"Partly estimates. Both can include modelled conversions where they can't observe what happened, so a consent change can move them less than, or differently from, GA4.","Sales held at 410 last month; the drop is in what Google Analytics can see since the new cookie banner went live, and we're checking the banner setup.",[1267,1216,1369],"A simple monthly reconciliation routine",[1223,1371,1271,1221],"ga4-modelling",{"id":1373,"type":1018,"title":1374,"setup":1375,"numbers_label":1169,"numbers":1376,"question":1387,"max_points":253,"shuffle_options":266,"options":1388,"correct_option":1188,"partial_options":1401,"best_answer_why":1402,"worth_checking":1403,"what_each_counts":1404,"ceo_line":1412,"explainer_refs":1413,"sources":1415},"s5","Which revenue, exactly?","Example: last month you spent €15,000 on Meta. Your CEO wants one revenue figure for the month, and the marketing lead is keen to quote Meta's ROAS (return on ad spend) of 4.1, which is €62,000 ÷ €15,000.",[1377,1379,1382,1385],{"source":1172,"value":1378},"€62,000 purchase value",{"source":1380,"value":1381},"Shopify total sales","€57,000",{"source":1383,"value":1384},"Shopify net sales","€49,800",{"source":1208,"value":1386},"€48,500 purchase revenue","Your CEO asks: \"What was our revenue last month?\"",[1389,1392,1395,1398],{"id":1183,"text":1390,"result":1185,"points":274,"habit":1101,"feedback":1391},"€62,000, Meta's purchase value.","That's the checkout value of the purchases Meta credits to itself, including people who only saw an ad and customers other channels also claim. It never hears about returns. It can't be your revenue, and here it's more than the shop took.",{"id":1188,"text":1393,"result":1194,"points":253,"habit":260,"feedback":1394},"€49,800, Shopify's net sales: after discounts and returns, before VAT and shipping. And say that's the definition.","The shop is the record for money, and net sales takes out discounts and returns. Saying which definition you used stops the next meeting turning into a debate about VAT.",{"id":1192,"text":1396,"result":1199,"points":5,"habit":260,"feedback":1397},"€57,000, Shopify's total sales.","A real figure from the record, but total sales adds taxes, duties, shipping and fees on top of net sales. If you use it, say so.",{"id":1197,"text":1399,"result":1185,"points":274,"habit":1102,"feedback":1400},"€48,500, GA4's revenue. It's what the marketing reports use.","GA4 only sees purchases its tag recorded, stores whatever value the tag sends at checkout, and doesn't hear about refunds unless refund events are sent. It's lower than the shop for the same reasons it counts fewer orders.",[1192],"\"Revenue\" means something different in every tool. In Shopify, net sales is gross sales minus discounts and returns; total sales adds taxes, duties, shipping and fees back on. GA4 and the ad platforms record whatever value your tags send at checkout and never hear about refunds unless someone sends them. Use the shop, agree the definition with whoever does the accounts, and say it every time.","Meta's ROAS of 4.1 is Meta's own view: checkout value before returns, including customers other channels also claim. For the board, a business-level figure such as net sales divided by total ad spend is the safer number.",[1405,1407,1410],{"source":1172,"counts":1406},"The value your pixel or Conversions API sends with each purchase Meta credits to itself, within the attribution setting chosen for each ad set. Whether that includes VAT and shipping depends on your setup.",{"source":1408,"counts":1409},"Shopify","Gross sales = price × quantity, before taxes, shipping, discounts and returns. Net sales = gross sales minus discounts and returns. Total sales = net sales plus taxes, duties, shipping and fees. Pending, unpaid and cancelled orders are included in sales reports. Returns show as negatives on the day they're processed, so a return of last month's order lowers this month.",{"source":1208,"counts":1411},"The purchase value the tag sends at checkout, converted into the property currency at the previous day's exchange rate if currencies differ. Refunds only if refund events are sent.","Net revenue was €49,800 after discounts and returns, excluding VAT and shipping; Meta's €62,000 is the value it credits to itself, before any returns.",[1414,1266],"8. Refunds, cancellations, test orders, tax and shipping",[1224,1416,1220],"ga4-currency",{"id":1150,"type":1018,"title":1418,"setup":1419,"numbers_label":1169,"numbers":1420,"question":1436,"max_points":253,"shuffle_options":266,"options":1437,"correct_option":1183,"partial_options":1450,"best_answer_why":1451,"worth_checking":260,"what_each_counts":1452,"ceo_line":1461,"explainer_refs":1462,"sources":1463},"The theme that \"converts better\"","Example: the shop moved to a new theme on a Tuesday. A week later the marketing lead is delighted.",[1421,1424,1427,1430,1433],{"source":1422,"value":1423},"Week before the change: shop","300 orders",{"source":1425,"value":1426},"Week before the change: GA4","285 purchases",{"source":1428,"value":1429},"Week after the change: shop","310 orders",{"source":1431,"value":1432},"Week after the change: GA4","402 purchases",{"source":1434,"value":1435},"Meta purchases","Up 25% week on week","Your CEO asks: \"Did the new theme lift sales?\"",[1438,1441,1444,1447],{"id":1183,"text":1439,"result":1194,"points":253,"habit":260,"feedback":1440},"Orders are up about 3%. GA4 now counts more purchases than the shop had orders, which usually means purchases are being counted twice since the change. We're checking.","The shop says 3%. GA4 jumping above the shop's order count right after a theme change is the classic sign of a duplicate purchase tag or a thank-you page that fires again. Saying so now saves a budget decision built on a fault.",{"id":1188,"text":1442,"result":1185,"points":274,"habit":1099,"feedback":1443},"Yes. Purchases are up 41% in GA4.","GA4 went from 95% of the shop's orders to 130%. It can't legitimately record more purchases than the shop took. When it does, suspect double counting first.",{"id":1192,"text":1445,"result":1185,"points":274,"habit":1100,"feedback":1446},"Somewhere between 3% and 41%. Call it 20%.","Splitting the difference between a fact and a fault doesn't give you a better estimate. The shop's 3% is the fact; the rest needs checking.",{"id":1197,"text":1448,"result":1199,"points":5,"habit":260,"feedback":1449},"Orders are up 3%. Nothing else to report.","Right number, but you'd be missing the fault. Ad platforms learn from these numbers: tell them each sale happened twice and they optimise towards the wrong things, at your expense.",[1197],"GA4 should normally see fewer purchases than the shop, never more. A jump above the record right after a theme change, app install or tracking change usually means two tags send the same purchase, or the confirmation page fires again on reload. The safety nets (transaction IDs in GA4 and Google Ads, matching event IDs for Meta) only work if they're set up. Place a test order after every change and check that each tool records it exactly once.",[1453,1455,1457,1459],{"source":1211,"counts":1454},"Each order once.",{"source":1208,"counts":1456},"Every purchase event its tags send. It removes duplicates that share a transaction ID (web streams only), so two tags without a shared ID, or with no ID, count one order twice.",{"source":1172,"counts":1458},"Merges browser pixel and server (Conversions API) events only if both carry the same event name and event ID and arrive within 48 hours. Otherwise one purchase can count as two.",{"source":1233,"counts":1460},"Treats a second conversion with the same transaction ID for the same conversion action as a duplicate and doesn't count it, provided a transaction ID is sent.","Orders rose 3% after the new theme; the 41% jump in Google Analytics most likely means purchases are being counted twice, and we're fixing it before the ad platforms learn from it.",[1217,1369],[1464,1222,1465],"ga4-ecom","ads-txid",[1467,1472,1478],{"id":1468,"min":274,"max":1469,"name":1470,"result_type":1471},"b1",7,"Habit-led","by_habit",{"id":1473,"min":1474,"max":1475,"name":1476,"result_type":1477},"b2",8,10,"Fact-Checker","fact_checker",{"id":1479,"min":1480,"max":1089,"name":1481,"result_type":1482},"b3",11,"Reconciler","reconciler",{"heading":1484,"body":1485},"Doing this yourself, every month","Everything in this quiz can be done by hand, with a spreadsheet and a monthly habit. The hard part is doing it every day, across every platform, and noticing the morning after a tag breaks or a banner changes. Someone has to line up the dates, time zones and definitions for GA4, Google Ads, Meta and your shop, and know which gaps are normal for you.",{"heading":1487,"body":1488},"Or get a second opinion on every number, every night",[1489,1490,1491,1492],"Trackian is a marketing brain for your business. It joins your ads, site and shop data through 40+ integrations, including Google Ads, Meta Ads, Microsoft Ads, GA4 and your store, whether it runs on Shopify, WooCommerce, Magento, PrestaShop or OpenCart. Your ERP or other tools connect through API, webhooks or MCP.","It calculates every number in code from the joined data, checks every number every night, and flags what moved, why, and whether it's real or broken tracking: the reconciliation in this quiz, done nightly instead of monthly.","The AI only explains the numbers; it doesn't calculate them. And a specialist reviews findings before they reach you.","If you'd rather not fix it yourself, our specialists can: the Fix Sprint covers GA4, Google Tag Manager, and Google Ads and Meta conversion settings. It's delivered by people and priced separately.",[1494],{"id":1495,"order":5,"type":1496,"heading":1497,"label":1498,"subtext":1499,"own_numbers_line":1500,"note":1501,"url":1502,"show_when":1503},"check_24h","primary","Step 3 - get your numbers checked in 24 hours, free.","Get my free Missing Orders Check","A Trackian specialist compares what your tracking recorded with your real orders and tells you within 24 hours what's missing, why, and what to fix first. Free - we ask a few short questions first to make sure it's a fit.","You said you spend {spend_band_label} a month on ads. That budget follows whichever number gets reported - the check shows whether the numbers your team reports match what really happened.","Delivered by people, not scripts. Not sure you can trust your numbers, or the people reporting them? This is the second opinion.","https:\u002F\u002Ftrackian.com\u002Fmissing-orders-check","always",{"label":1505,"url":1506,"type":1507},"Step 2 of 3: read why Meta, Google Ads, GA4 and your shop never agree - the ten reasons behind every scenario in this quiz, and which number to use for which decision","https:\u002F\u002Ftrackian.com\u002Fresources\u002Fwhy-numbers-never-agree","text_link",[1509],{"id":1510,"type":1507,"label":1511,"subtext":1512,"url":1513,"placement":1514},"missing_sheet","Get the free Missing Orders sheet","Paste 30 days of GA4 and shop numbers into a simple spreadsheet and see the gap in orders and in euros.","https:\u002F\u002Ftrackian.com\u002Fresources\u002Fmissing-orders-leads-sheet\u002Forders","in the \"Keep learning\" block, under the result type's next steps",{"id":1082,"name":1516,"short_name":1517,"intro":1518,"qualification":1524,"questions":1544,"bands":1781,"diy_reality":1785,"pitch":1787,"ctas":1791,"next_step":1796,"keep_learning":1798},"Which number would you report to your CEO? Lead-gen edition","lead-gen edition",{"headline":1519,"subheadline":1520,"meta_line":1071,"start_button":1521,"seasonal_variants":1522,"preselect_param":1523},"Google Ads says 140 leads. Your lead list says 90. What do you tell your CEO?","Six everyday situations from a business that collects leads through forms, calls and bookings. Pick the number you'd report, see the best answer and why, and take away one sentence you can use in your next meeting.","Start the lead-gen edition",[],"?v=leads",[1525,1532,1539],{"id":1117,"text":1118,"helper":1119,"scored":266,"options":1526,"ask_after":1531},[1527,1528,1529,1530],{"id":1122,"text":1123},{"id":1125,"text":1126},{"id":1128,"text":1129},{"id":1131,"text":1132},"l3",{"id":1135,"text":1136,"helper":1119,"scored":266,"options":1533,"ask_after":1538},[1534,1535,1536,1537],{"id":1139,"text":1140},{"id":1142,"text":1143},{"id":1145,"text":1146},{"id":1148,"text":1149},"l6",{"id":1152,"text":1153,"helper":1119,"scored":266,"ask_after":1135,"options":1540},[1541,1542,1543],{"id":1156,"text":1157},{"id":1159,"text":1160},{"id":1162,"text":1163},[1545,1590,1633,1671,1706,1743],{"id":1546,"type":1018,"title":1547,"setup":1548,"numbers_label":1169,"numbers":1549,"question":1559,"max_points":253,"shuffle_options":266,"options":1560,"correct_option":1192,"partial_options":1573,"best_answer_why":1574,"worth_checking":1575,"what_each_counts":1576,"ceo_line":1585,"explainer_refs":1586,"sources":1588},"l1","More leads than you received","Example: last month at a services business running Google and Meta ads. Your team has gone through the lead list and removed spam and people who enquired twice. Leads from Meta's in-ad forms are synced into the same list.",[1550,1552,1554,1556],{"source":1233,"value":1551},"140 leads",{"source":1172,"value":1553},"55 leads",{"source":1175,"value":1555},"118 form submissions",{"source":1557,"value":1558},"Your lead list","90 real enquiries","Your CEO asks: \"How many leads did we get last month?\"",[1561,1564,1567,1570],{"id":1183,"text":1562,"result":1185,"points":274,"habit":1101,"feedback":1563},"118, from GA4. It's neutral between channels.","GA4 counts form submissions, and a submission is a submission, spam or not. It should normally see fewer leads than the list, not more. 118 against 90 is a warning sign: look for spam or a form firing twice.",{"id":1188,"text":1565,"result":1185,"points":274,"habit":1099,"feedback":1566},"195: Google Ads' 140 plus Meta's 55.","Both platforms count people who touched both, so their numbers overlap. Added together, they claim more than twice the real leads.",{"id":1192,"text":1568,"result":1194,"points":253,"habit":260,"feedback":1569},"90, the real enquiries in our lead list.","The list is the only place where a person has confirmed each lead is real, with spam and repeat enquiries removed. For \"how many leads\", it's the record.",{"id":1197,"text":1571,"result":1185,"points":274,"habit":1101,"feedback":1572},"140, from Google Ads. It's our biggest channel.","Google Ads alone claims more leads than you received. It counts every form submission after an ad click, spam included, and depending on your settings can count the same person more than once.",[],"To Google Ads, Meta and GA4, a form submission is a form submission. None of them can tell that \"asdf asdf\" with a fake phone number isn't a person, or that Monday's and Wednesday's enquiries came from the same person. Your lead list, cleaned by a human, is the record. The ad platforms stay useful for comparing their own campaigns.","When GA4 or an ad platform shows more leads than you actually received, suspect spam or a double-firing form first.",[1577,1579,1581,1583],{"source":1233,"counts":1578},"Conversions after an ad click, credited to the date of the ad interaction (usually the click), within its window (30 days by default). Counts spam that gets through the form. With \"Every\" counting, repeat submissions after one click all count. The Conversions column includes modelled conversions.",{"source":1172,"counts":1580},"Leads after a click or view of a Meta ad, within the attribution setting chosen for each ad set (check yours in Ads Manager), including in-ad form leads. Counts people Google also claims.",{"source":1208,"counts":1582},"Form submission events on your website, spam included. Never sees leads from Meta's or Google's in-ad forms.",{"source":1557,"counts":1584},"Real enquiries, checked by a person. Includes calls and emails only if someone logs them.","We had 90 real enquiries last month; the ad platforms report more because they count spam, repeat submissions and the same people twice, so we only use their numbers to compare campaigns.",[1587,1266,1217],"10. Lead-gen specifics",[1589,1269,1271,1220],"ads-counting",{"id":1591,"type":1018,"title":1592,"setup":1593,"numbers_label":1169,"numbers":1594,"question":1607,"max_points":253,"shuffle_options":266,"options":1608,"correct_option":1183,"partial_options":1621,"best_answer_why":1622,"worth_checking":260,"what_each_counts":1623,"ceo_line":1630,"explainer_refs":1631,"sources":1632},"l2","Cost per lead halved overnight","Example: Google Ads spend was €4,000 in each of the last two months. Sales says last month's lead list was full of junk: fake names, random letters, phone numbers that don't ring.",[1595,1598,1601,1604],{"source":1596,"value":1597},"Google Ads, month before","80 leads (€50 per lead)",{"source":1599,"value":1600},"Google Ads, last month","150 leads (€27 per lead)",{"source":1602,"value":1603},"Your lead list, month before","70 real leads",{"source":1605,"value":1606},"Your lead list, last month","72 real leads","Your CEO asks: \"Cost per lead has halved. Should we double the Google Ads budget?\"",[1609,1612,1615,1618],{"id":1183,"text":1610,"result":1194,"points":253,"habit":260,"feedback":1611},"Not yet. Real leads went from 70 to 72, so the real cost per lead is still about €56. The jump looks like spam being counted as leads.","The record barely moved, so the ads didn't get twice as good. Spam that gets through the form is counted as a lead everywhere, and Google Ads will optimise towards whatever produces the most of it.",{"id":1188,"text":1613,"result":1185,"points":274,"habit":1101,"feedback":1614},"Yes. Cost per lead fell from €50 to €27.","The €27 is spend divided by everything Google Ads counted, junk included. Doubling the budget now would buy more of whatever is producing the junk.",{"id":1192,"text":1616,"result":1199,"points":5,"habit":1102,"feedback":1617},"Pause Google Ads until the spam stops.","Right that something is wrong, but the ads still bring in about 72 real leads a month. Fix the form first, so Google stops learning from junk; switching off a working channel costs real leads.",{"id":1197,"text":1619,"result":1185,"points":274,"habit":1100,"feedback":1620},"Report the middle: about €40 per lead.","The middle of a real figure and an inflated one is still inflated. The real cost per lead comes from the lead list.",[1192],"Real cost per lead is spend divided by real leads from your list: €4,000 ÷ 72 is about €56, against about €57 the month before (€4,000 ÷ 70). A jump in reported leads with no jump in real enquiries is a red flag. Add spam protection, and fire the lead conversion only after the form validates, not on the button click.",[1624,1626,1628],{"source":1233,"counts":1625},"Every form submission its tag sees after an ad click, real or not. Bidding learns from these conversions, so junk teaches it to find more junk.",{"source":1208,"counts":1627},"Form submissions on the site, spam included, so it would show the same jump.",{"source":1557,"counts":1629},"People your team has confirmed are real.","Real leads were flat at 72, so the real cost per lead is still about €56; the jump in Google Ads is mostly spam being counted as leads, and we're fixing the form before Google learns to buy more of it.",[1587,1369],[],{"id":1531,"type":1018,"title":1634,"setup":1635,"numbers_label":1169,"numbers":1636,"question":1643,"max_points":253,"shuffle_options":266,"options":1644,"correct_option":1197,"partial_options":1657,"best_answer_why":1658,"worth_checking":260,"what_each_counts":1659,"ceo_line":1666,"explainer_refs":1667,"sources":1668},"The leads GA4 never saw","Example: last month on Meta. Most of your Meta ads use instant forms: forms people fill in inside Facebook or Instagram, without visiting your website. Those leads are synced into your lead list. The agency says Meta is flying; your web analyst says Meta barely registers.",[1637,1639,1641],{"source":1172,"value":1638},"60 leads",{"source":1208,"value":1640},"12 form submissions from Meta traffic",{"source":1557,"value":1642},"55 leads from Meta (45 from instant forms, 10 from your website form)","Your CEO asks: \"Is Meta actually bringing us leads?\" Which number do you use?",[1645,1648,1651,1654],{"id":1183,"text":1646,"result":1185,"points":274,"habit":1102,"feedback":1647},"12, from GA4. It's the neutral referee.","An instant form never touches your website, so GA4 never sees it. GA4 is only counting the people who came to the site and used the website form.",{"id":1188,"text":1649,"result":1185,"points":274,"habit":1100,"feedback":1650},"36: halfway between Meta and GA4.","One number is missing most of the leads and the other counts a few extra. Averaging them doesn't fix either.",{"id":1192,"text":1652,"result":1199,"points":5,"habit":1101,"feedback":1653},"60, Meta's own number.","Close, but Meta also counts some repeat people, some junk, and, if your attribution setting includes views, leads from people who only saw an ad. The list is the record.",{"id":1197,"text":1655,"result":1194,"points":253,"habit":260,"feedback":1656},"55: the leads in our list from Meta, including the instant-form leads GA4 can't see.","The list holds every Meta lead, from instant forms and the website, checked by a person. GA4's 12 is still useful: it tells you how the website form performs for visitors from Meta.",[1192],"Instant forms live inside Facebook and Instagram. Meta counts them, your list receives them if they're synced or downloaded, and GA4 never hears about them. So for Meta, GA4 will always under-count, and the gap says nothing about lead quality. Use the list for the number, and Meta's own reports to compare Meta campaigns with each other.",[1660,1662,1664],{"source":1172,"counts":1661},"Instant-form leads plus the website leads its pixel reports, within the attribution setting chosen for each ad set (check yours in Ads Manager). Since 2026 it reports engage-through conversions (after a like, share or save) separately from click-through.",{"source":1208,"counts":1663},"Only form submissions on your website. Instant-form leads never reach it.",{"source":1557,"counts":1665},"Instant-form leads only if they're synced or downloaded (Meta's Leads Center lets you download them), plus website leads, checked by your team.","Meta brought 55 real leads last month; Google Analytics only sees the ones who used our website form, because most Meta leads fill in a form inside Facebook or Instagram.",[1587,1215],[1669,1220,1670],"meta-leadads","meta-click-change",{"id":1672,"type":1018,"title":1673,"setup":1674,"numbers_label":1169,"numbers":1675,"question":1680,"max_points":253,"shuffle_options":266,"options":1681,"correct_option":1197,"partial_options":1694,"best_answer_why":1695,"worth_checking":260,"what_each_counts":1696,"ceo_line":1703,"explainer_refs":1704,"sources":1705},"l4","One person, three leads","Example: last month. Google Ads' lead conversion action is set to count \"Every\" conversion. Going through the list, your team finds people who filled in the form twice to correct a phone number, and a form plugin that fires the conversion on the button click and again on the thank-you page.",[1676,1678],{"source":1233,"value":1677},"64 lead conversions",{"source":1557,"value":1679},"41 people","Your CEO asks: \"So is it 64 leads or 41?\"",[1682,1685,1688,1691],{"id":1183,"text":1683,"result":1185,"points":274,"habit":1099,"feedback":1684},"64. Google Ads counts every form fill, so it's the full picture.","\"Every\" suits sales, where each purchase adds value. For leads, Google itself recommends \"One\", because only one unique lead per ad click adds value. Add a form that fires twice and the count drifts far from real people.",{"id":1188,"text":1686,"result":1185,"points":274,"habit":1100,"feedback":1687},"52, somewhere in between.","There's no meaning in the middle. 41 is the number of people; 64 is the number of times a tag fired.",{"id":1192,"text":1689,"result":1199,"points":5,"habit":1102,"feedback":1690},"41, and Google Ads overstates by design, so we should ignore it.","Right number, wrong conclusion. Google Ads is still the place to compare Google campaigns, and its bidding learns from these counts, so fix the counting rather than ignore it.",{"id":1197,"text":1692,"result":1194,"points":253,"habit":260,"feedback":1693},"41 people. We're switching Google Ads to count one conversion per click and fixing the form that fires twice.","The list counts people. Google recommends \"One\" for leads, and a single, reliable trigger stops the double-firing. Both fixes bring Google Ads' number closer to the list and make its bidding smarter.",[1192],"Google Ads can count \"Every\" conversion after an ad click, or only \"One\". Google recommends Every for sales and One for leads. A form that fires on both the button click and the thank-you page counts each lead twice whatever the setting. And even with One, Google can't recognise the same person coming back through a different click or platform, so the list stays the record.",[1697,1699,1701],{"source":1233,"counts":1698},"With \"Every\": each conversion after an ad click, including repeats and double fires. With \"One\": at most one per ad click.",{"source":1208,"counts":1700},"Every form event its tag sends. A double-firing form shows up here too.",{"source":1557,"counts":1702},"People. Someone who enquired twice is one lead.","We had 41 new enquirers; Google Ads counted 64 because it counts every form fill, including repeats and a form that fires twice, and we're switching it to one per click.",[1217,1587],[1589],{"id":1707,"type":1018,"title":1708,"setup":1709,"numbers_label":1169,"numbers":1710,"question":1717,"max_points":253,"shuffle_options":266,"options":1718,"correct_option":1183,"partial_options":1731,"best_answer_why":1732,"worth_checking":260,"what_each_counts":1733,"ceo_line":1740,"explainer_refs":1741,"sources":1742},"l5","Sunday, according to whom?","Example: it's 8am on Monday in Berlin and you're checking yesterday's leads. A previous agency created the Google Ads account years ago and set it to US Pacific time, nine hours behind Berlin for most of the year. Your website form records where each lead came from.",[1711,1714],{"source":1712,"value":1713},"Google Ads, Sunday","2 leads",{"source":1715,"value":1716},"Your lead list, Sunday","7 enquiries (5 from Google ads, according to the form's source field)","Your CEO asks: \"Did our Google ads stop working on Sunday?\"",[1719,1722,1725,1728],{"id":1183,"text":1720,"result":1194,"points":253,"habit":260,"feedback":1721},"No. Google Ads' Sunday runs on Pacific time and isn't even over at 8am in Berlin, it puts leads on the click date, and recent days keep filling in. Judge whole weeks, at the same delay.","At 8am on Monday in Berlin it's still 11pm on Sunday in California. Google's \"Sunday\" is a different 24 hours from yours, and anyone who clicked on Sunday and enquires later will be added back to Sunday. Daily numbers in different time zones were never going to match.",{"id":1188,"text":1723,"result":1185,"points":274,"habit":1102,"feedback":1724},"Yes, only 2 leads. Let's cut weekend budgets.","Your list shows 5 Google leads on your Sunday. Cutting budgets because of a time-zone mismatch costs real leads.",{"id":1192,"text":1726,"result":1199,"points":5,"habit":260,"feedback":1727},"No. Trust the list's 7 and ignore Google Ads' daily numbers.","Right to trust the list, but Google Ads' numbers are still how you compare Google campaigns. Compare whole weeks, pulled at the same delay, using the \"by conv. time\" columns.",{"id":1197,"text":1729,"result":1185,"points":274,"habit":1100,"feedback":1730},"Call it 4 or 5, halfway between.","Two counts of two different 24-hour periods can't be averaged into one meaningful day.",[1192],"Every tool decides where a day starts and ends. Google says the account time zone is permanently set when the account is created, so an old agency choice stays with you. Google Ads also puts conversions on the click date, and GA4 data can still change for 24 to 48 hours. Daily comparisons across tools will always wobble; weekly totals compared at the same delay are far steadier.",[1734,1736,1738],{"source":1233,"counts":1735},"Leads in the account's time zone, on the date of the ad interaction (usually the click). Later enquiries from Sunday's clicks keep being added to Sunday; modelled conversions can take up to 5 days to settle.",{"source":1208,"counts":1737},"Events in the property's reporting time zone. Processing can take 24 to 48 hours, and reports may change during that time.",{"source":1557,"counts":1739},"Enquiries at the time they arrived, usually in your local time. Check your form or CRM settings.","Sunday was fine: our list shows 7 enquiries, 5 from Google ads; Google Ads runs on Pacific time and was still counting, so we judge it by the week, not the day.",[1318,1317,1319],[1322,1321,1271,1323],{"id":1538,"type":1018,"title":1744,"setup":1745,"numbers_label":1169,"numbers":1746,"question":1754,"max_points":253,"shuffle_options":266,"options":1755,"correct_option":1197,"partial_options":1768,"best_answer_why":1769,"worth_checking":260,"what_each_counts":1770,"ceo_line":1777,"explainer_refs":1778,"sources":1779},"The calls nobody counted","Example: last month you spent €3,000 on Google Ads. Google Ads tracks form submissions but not phone calls. Reception logs every call in the lead list and asks callers where they heard about you.",[1747,1749,1751],{"source":1233,"value":1748},"30 form leads (€100 per lead)",{"source":1557,"value":1750},"30 form leads plus 25 phone calls",{"source":1752,"value":1753},"Of the 25 callers","18 said they \"found you on Google\"","Your CEO asks: \"€100 a lead from Google Ads. Is that too expensive?\"",[1756,1759,1762,1765],{"id":1183,"text":1757,"result":1185,"points":274,"habit":1101,"feedback":1758},"€55: €3,000 divided by all 55 leads.","That credits every call to Google Ads, including the 7 callers who didn't mention Google at all.",{"id":1188,"text":1760,"result":1199,"points":5,"habit":260,"feedback":1761},"€100, with a note that calls come on top.","Honest, but it leaves the CEO with the wrong figure. Give the range, because the calls change the answer.",{"id":1192,"text":1763,"result":1185,"points":274,"habit":1102,"feedback":1764},"Yes, €100 a lead is too much. Cut the budget.","The €100 ignores phone leads Google Ads can't see. Cutting budget on an under-count can cost you leads that only ever arrive by phone.",{"id":1197,"text":1766,"result":1194,"points":253,"habit":260,"feedback":1767},"Somewhere between about €63 and €100, because some callers came from the ads. We'll report the list and set up call tracking to pin it down.","30 form leads plus up to 18 callers who found you on Google gives between 30 and 48 leads from €3,000: between about €63 and €100 each. \"Found you on Google\" can mean an ad or a normal search result, so a range is the honest answer until calls are tracked.",[1188],"Many leads never touch a tracked form. Google Ads can count calls from your ads and from your website, but only once call tracking is set up. GA4 can record a click on a phone link, which is a click, not a completed call. Until calls are tracked, your real cost per lead can be lower than any tool shows. That's why the lead list, with a source for every lead, is the record.",[1771,1773,1775],{"source":1233,"counts":1772},"Form conversions only, until call tracking is set up. Calls from ads need call reporting and a call asset with a verified number; calls to the number on your website need their own conversion action.",{"source":1208,"counts":1774},"Clicks on a phone link, if tracked. Not calls.",{"source":1557,"counts":1776},"Calls only if someone logs them, and \"found you on Google\" can't tell an ad from a normal search result.","Google Ads shows €100 per lead, but that ignores phone calls; counting the callers who found us on Google, the real figure is between about €63 and €100, and we're setting up call tracking to pin it down.",[1587,1218],[1780],"ads-calls",[1782,1783,1784],{"id":1468,"min":274,"max":1469,"name":1470,"result_type":1471},{"id":1473,"min":1474,"max":1475,"name":1476,"result_type":1477},{"id":1479,"min":1480,"max":1089,"name":1481,"result_type":1482},{"heading":1484,"body":1786},"Everything in this quiz can be done by hand, with a spreadsheet and a monthly habit. The hard part is doing it every day, across every platform, and noticing the morning after a form plugin update or a spam wave. Someone has to line up the dates, time zones and definitions for GA4, Google Ads, Meta and your lead list, and know which gaps are normal for you.",{"heading":1487,"body":1788},[1789,1790,1491,1492],"Trackian is a marketing brain for your business. It joins your ads, site and lead data through 40+ integrations, including Google Ads, Meta Ads, Microsoft Ads, GA4, Google Search Console, and form and booking tools such as Typeform and Calendly. Your CRM connects through API, webhooks or MCP, so you can see which leads turned into deals - not just which forms were filled in.","It calculates every number in code from the joined data, checks every number every night, and flags what moved, why, and whether it's real or broken tracking.",[1792],{"id":1495,"order":5,"type":1496,"heading":1497,"label":1793,"subtext":1794,"own_numbers_line":1500,"note":1501,"url":1795,"show_when":1503},"Get my free Missing Leads Check","A Trackian specialist compares what your tracking recorded with the leads you actually received and tells you within 24 hours what's missing, why, and what to fix first. Free - we ask a few short questions first to make sure it's a fit.","https:\u002F\u002Ftrackian.com\u002Fmissing-leads-check",{"label":1797,"url":1506,"type":1507},"Step 2 of 3: read why Meta, Google Ads, GA4 and your lead list never agree - the ten reasons behind every scenario in this quiz, and which number to use for which decision",[1799],{"id":1510,"type":1507,"label":1800,"subtext":1801,"url":1802,"placement":1514},"Get the free Missing Leads sheet","Paste 12 weeks of reported leads next to the leads you really received and see the gap, and what it costs.","https:\u002F\u002Ftrackian.com\u002Fresources\u002Fmissing-orders-leads-sheet\u002Fleads",[1804,1814,1824,1834,1844,1854],{"id":1482,"name":1805,"rule":1806,"headline":1807,"body":1808,"next_steps":1809,"share_line":1813},"The Reconciler","score 11-12","You know which number is the record, and why the others differ.","You picked the record for money and leads, and you didn't let a platform's own claim, a sum or an average stand in for it. That's the hard part. The next step is making it routine, so you notice the month a gap changes.",[1810,1811,1812],"Run the monthly reconciliation routine from the explainer: five numbers, three ratios, 30 to 60 minutes a few days after month end.","Write down every tool's time zone, attribution setting and revenue definition once, and keep a dated change log.","Watch the ratios, not the gaps: a sudden change in GA4 ÷ record, or platforms ÷ record, is the signal.","I'm The Reconciler: I know which number goes to the CEO, and why the others disagree.",{"id":1477,"name":1815,"rule":1816,"headline":1817,"body":1818,"next_steps":1819,"share_line":1823},"The Fact-Checker","score 8-10","Mostly right. One or two definitions still catch you out.","You usually reach for the record. Where you slipped, it was on a definition: which date a conversion lands on, what \"revenue\" includes, or what a tool can't see. Those take an afternoon to learn.",[1820,1821,1822],"Reread the explanation for each scenario you missed. Each one points to the section of the explainer that covers it.","Put your own numbers side by side with the free sheet, so you see your normal gap, not ours.","Agree one revenue definition, and one source for orders or leads, with whoever reports to you.","I'm The Fact-Checker: I usually know which number to trust.",{"id":1101,"name":1825,"rule":1826,"headline":1827,"body":1828,"next_steps":1829,"share_line":1833},"The Optimist","score 0-7 and dominant habit optimist","You tend to report the number the platform gives you.","The ad platforms' numbers are useful, but each platform marks its own homework. It counts customers other channels also touched, people who only saw an ad, and, when tracking breaks, sales that happened once but were counted twice. Reported as totals, they flatter the ads, and budgets follow.",[1830,1831,1832],"For totals, money and leads, start from the shop or the lead list. Use each platform only to compare its own campaigns.","If any tool shows more sales or leads than the record, check for double counting before celebrating.","Read the explainer's sections on attribution windows and double counting (sections 1 and 7).","I'm The Optimist: my CEO gets the most flattering number in the building.",{"id":1099,"name":1835,"rule":1836,"headline":1837,"body":1838,"next_steps":1839,"share_line":1843},"The Double-Counter","score 0-7 and dominant habit double_counter","You tend to add the platforms together, or count the same sale or lead twice.","It feels logical: Meta brought some, Google brought some, so add them up. But most buyers touch more than one channel, and each platform counts the shared customer as its own. The sum is always more than what really happened, sometimes more than the business sold in total. The same trap catches a single tool, too: a purchase tag that fires twice after a site change, or one person's three form fills counted as three leads.",[1840,1841,1842],"Never add ad platform conversions together. Use the shop or the lead list for the total.","If any one tool shows more sales or leads than the record, check for double counting (two tags, a thank-you page that fires again, \"Every\" counting for leads) before you report it.","To split results between channels, use one tool that applies one model to everyone (usually GA4), sense-checked against the record. The explainer's sections 3 and 7 cover attribution models and double counting.","I'm The Double-Counter: Meta plus Google equals more sales than we made.",{"id":1100,"name":1845,"rule":1846,"headline":1847,"body":1848,"next_steps":1849,"share_line":1853},"The Diplomat","score 0-7 and dominant habit diplomat (also the fallback)","When numbers disagree, you split the difference.","Averaging feels fair, and passing every number up feels transparent. But an average of a fact and a fault is a new fault, and three unexplained numbers give your CEO a puzzle instead of an answer. Each number answers a different question, so the job is to pick the one that answers this one.",[1850,1851,1852],"Learn the one-line rule: shop or lead list for totals, GA4 to compare channels, each platform for its own campaigns.","When numbers differ, give the record and one sentence on why the others differ. Every scenario in this quiz has a line you can borrow.","Read \"Which number should you trust?\" in the explainer.","I'm The Diplomat: when the numbers disagree, I split the difference.",{"id":1102,"name":1855,"rule":1856,"headline":1857,"body":1858,"next_steps":1859,"share_line":1863},"The Pessimist","score 0-7 and dominant habit pessimist","You tend to trust the smallest number, or read every gap as bad news.","Caution is a good instinct with marketing numbers, but the smallest number isn't the safest one. GA4 misses visitors who decline cookies, Google Ads misses calls it isn't set up to track, and a daily figure in another time zone may not be finished yet. Cutting budgets on an under-count costs real sales and leads.",[1860,1861,1862],"Before reacting to a drop, check the record: did orders or real leads actually fall?","Compare whole weeks or months, pulled at the same delay, in the same time zone.","Read the explainer's sections on consent and time zones (sections 5 and 6).","I'm The Pessimist: if two numbers disagree, I report the sad one.",{"track_name":1865,"track_edition":1866,"other_track_name":1867,"note":1868},"The visitor's track's name (tracks[track].name), e.g. \"Which number would you report to your CEO? Shop edition\".","The visitor's track's short_name (tracks[track].short_name) with a capital first letter, e.g. \"Shop edition\". Used on the results-PDF cover date line: \"Shop edition · taken on 11 October 2026\" (COPY-NOTES T31, approved 11 Oct 2026).","The other track's short_name (tracks[other].short_name), e.g. \"lead-gen edition\" in result_labels.other_track: \"Try the lead-gen edition\".","Defined 11 Oct 2026 (owner-approved tool fixes, _tools\u002FCOPY-NOTES.md T14), as session 5 builds them.",{"best_answer_label":1870,"partial_label":1871,"wrong_label":1872,"your_answer_label":1873,"why_label":1874,"counts_label":1875,"worth_checking_label":1876,"ceo_label":1877,"explainer_ref_label":1878,"next_button":1879,"see_result_button":1880,"score_label":1881,"score_format":1882,"breakdown_format":1883,"result_type_intro":1884,"next_steps_heading":1885,"keep_learning_heading":1886,"review_heading":1887,"review_intro":1888,"retake":1889,"other_track":1890,"step_one_line":1891},"Best answer","Partly right","Not this one","Your answer","Why","What each number actually counts","Worth checking","What to say to your CEO","More in the explainer: {section}","Next scenario","See my result","Your score","{score}\u002F12","{correct} right · {partial} partly right · {wrong} wrong","You're","What to do next","Keep learning","Your answers","Every scenario, your answer, the best answer and the line for your CEO.","Retake the quiz","Try the {other_track_name}","You've done step 1 of 3: your score and the six answers explained.",{"line":1893,"score_line":1894,"invite":1895,"url":1896,"share_text":1897,"buttons":1898,"privacy_rule":1899},"{result_type.share_line}","{score}\u002F12 on \"Which number would you report to your CEO?\"","Which one are you?","https:\u002F\u002Ftrackian.com\u002Fresources\u002Fceo-number-scenario-quiz?r={result_type.id}","{result_type.share_line} {score}\u002F12 on \"Which number would you report to your CEO?\" Which one are you? {url}",[239,390,259],"The share card and share URL carry only the result type id and the score: no email, answers, spend or role.",{"position":1901,"optional":261,"delivery":1902,"headline":1903,"body":1904,"field_label":1905,"field_placeholder":1906,"work_email_note":1907,"first_name_label":1908,"site_url_label":1909,"site_url_placeholder":1910,"site_url_note":1911,"phone_label":1912,"site_url_error":1913,"phone_error":1914,"privacy_line":1915,"button":1916,"success":1917,"error_invalid":1918,"skip_link":1919,"consent_note":1920},"after_score","download","Get all six answers and the CEO lines as a PDF","Every scenario, the best answer, what each tool counts and the one-sentence explanation for your CEO, as a PDF you can forward to your team or agency. Fill in four quick fields and the download starts straight away.","Work email","you@yourcompany.com","A work email helps us match your results to your company. Any address gets the PDF.","First name","Your website","yourcompany.com","Filled in from your work email. Agencies: type your client's site.","Phone (optional)","That website address doesn't look right. Please check it and try again.","That phone number doesn't look right. Please check it and try again.","We use your email to give you your results and to follow up about them. Marketing emails only if you ask for them. Privacy policy: https:\u002F\u002Ftrackian.com\u002Fprivacy-center\u002Fprivacy-policy\u002F","Get my results PDF","Show the thank-you route (thank_you_routes) with the download link.","That email address doesn't look right. Please check it and try again.","No thanks, I've seen enough","The results PDF is a requested service and is given without marketing consent. There's no marketing box on the form: the opt-in is offered on the thank-you view (LAUNCH-BLOCKS 9.5, owner 11 Oct 2026).",{"fields":1922,"field_spec":1925,"not_collected":1926,"lead_scoring":1931,"routing":1980,"stored_per_submission":1993},[1074,1117,1135,1152,258,1923,1924],"email_type","marketing_consent","spend_band is asked after scenario 3, role after scenario 6 and timing straight after role, all before the result (one tap each). email and marketing_consent are optional, after the result. Values as in LAUNCH-BLOCKS s.9.",[1927,1928,1929,1930],"platform","erp","lead_type","volume_band",{"version":1932,"points":1933,"band_mapping":1977,"cannot_fire":1978,"range":1979},"v2 (LAUNCH-BLOCKS s.9.1, accepted 9 Oct 2026)",[1934,1938,1941,1945,1949,1951,1954,1957,1961,1964,1967,1970,1973,1975],{"signal":1935,"points":1936,"field":1937},"Spend under €2k",-20,"spend_band = under_2k",{"signal":1939,"points":1475,"field":1940},"Spend €2k-5k","spend_band = 2k_5k",{"signal":1942,"points":1943,"field":1944},"Spend €5k-15k",20,"spend_band = 5k_15k",{"signal":1946,"points":1947,"field":1948},"Spend €15k+",30,"spend_band = 15k_plus",{"signal":1905,"points":1475,"field":1950},"email_type = work",{"signal":1952,"points":1936,"field":1953},"Free-mail address","email_type = free",{"signal":1955,"points":1943,"field":1956},"Score 0-7 (band b1, the lowest band)","band = b1",{"signal":1958,"points":1959,"field":1960},"Score 8-10 (band b2, the second band)",15,"band = b2",{"signal":1962,"points":1013,"field":1963},"Score 11-12 (band b3, the top band)","band = b3",{"signal":1965,"points":1475,"field":1966},"Owner\u002Ffounder or marketing lead","role in (owner, marketing_lead)",{"signal":1968,"points":1013,"field":1969},"Agency or freelancer","role = agency",{"signal":1971,"points":1959,"field":1972},"Wants it sorted this month","timing = this_month",{"signal":1160,"points":1013,"field":1974},"timing = this_quarter",{"signal":1163,"points":274,"field":1976},"timing = exploring","The quiz has three bands on a 12-point scale. b1 (0-7) maps to the lowest-band row (+20), b2 (8-10) to the second-band row (+15), b3 (11-12) to the top-band row (+5). The third-band row (+10) is not used.","Platform\u002FERP (+10) and lead-gen volume (+10) are not asked.","Highest possible: 30 + 10 + 20 + 10 + 15 = 85, so every route is reachable.",[1981,1985,1989],{"route":1982,"rule":1983,"what_happens":1984},"high","spend_band = 15k_plus OR lead_score >= 70 (erp is not collected)","Alert to sales@trackian.com and the Slack channel; the thank-you screen offers the specialist calendar; a person follows up within one working day.",{"route":1986,"rule":1987,"what_happens":1988},"medium","lead_score 30-69","Nurture, the same as Low: results download only, and the thank-you screen shows the same text as the Low route (no specialist review, no written findings). Nurture emails later, and only with marketing consent. Unlike Low, the lead fires the ad-platform conversion (with consent). Medium = nurture (owner, 11 Oct 2026).",{"route":1990,"rule":1991,"what_happens":1992},"low","lead_score under 30","Results download only. Nurture emails later, and only with marketing consent.","Stored in Trackian's own database (the form posts to our server): scorecard_id, track, each scenario answer id and result, score, band, result_type, spend_band, role, timing, email, email_type, marketing_consent with timestamp and the exact checkbox wording, lead_score, route, UTM parameters and click IDs (if consent allows).",{"event_names":1995,"scorecard_id":1021,"scorecard_version":1024,"scorecard_question_params":1996,"scorecard_complete_params":2001,"extra_events":2009,"cta_ids":2011,"ad_conversion_mapping":2014,"scorecard_email_submit_params":2015},"Same as 07: scorecard_start, scorecard_question, scorecard_complete, scorecard_email_submit, scorecard_cta_click, scorecard_abandon. Never push the email address or other personal data.",{"question_type":1997,"answer_id":1998,"answer_result":1999,"points":2000},"'scenario' | 'qualification' | 'track'","a-d","'correct' | 'partial' | 'wrong' (null for unscored)","2 | 1 | 0 (null for unscored)",{"score":2002,"band":2003,"result_type":2004,"correct_count":2005,"partial_count":2005,"spend_band":2006,"role":2006,"platform":2007,"lead_type":2007,"volume_band":2007,"timing":2008},"0-12","b1 | b2 | b3","reconciler | fact_checker | optimist | double_counter | diplomat | pessimist","0-6","as 07","null","this_month | this_quarter | exploring",{"quiz_share":2010},"{ track, result_type, score, channel } when a share button is clicked",[1495,2012,1510,2013],"next_step","forward_email","Meta and Google Ads conversions fire only for High and Medium leads (lead_score 30+ or a High rule), and only with consent: push lead_tier on scorecard_email_submit and trigger the conversion on lead_tier in (high, medium). Never push the email or any personal data to the dataLayer. scorecard_complete stays a secondary action; filter by scorecard_id.",{"lead_tier":2016},"high | medium | low (never the email or any personal data)",{"filename":2018,"sections":2019,"delivery":2055},"trackian-which-number-{date}.pdf",[2020,2025,2030,2034,2038,2042,2045,2048,2053],{"id":2021,"title":1022,"score_line":2022,"subtitle":2023,"date_line":2024},"cover","{score}\u002F12 · {result_type_name}","{result_type_headline}","{track_edition} · taken on {date}",{"id":2026,"heading":2027,"body":2028,"next_steps":2029},"result","{result_type_name}","{result_type_body}","{result_type_next_steps}",{"id":2031,"heading":2032,"per_scenario":2033},"answers","All six scenarios","title, setup, numbers table (labelled Illustrative numbers), the question, your answer (with Right \u002F Partly right \u002F Not this one), the best answer and why, what each number actually counts, worth checking (if any), what to say to your CEO",{"id":2035,"heading":2036,"body":2037},"ceo_lines","Six sentences for your next meeting","List the six ceo_line texts in scenario order.",{"id":2039,"heading":2040,"body":2041},"rule","The one rule behind every answer","Use your shop or lead list as the record for money and leads. Use GA4 to compare channels with each other. Use each ad platform only to compare its own campaigns. Before comparing two numbers, line up the dates, time zone, attribution and revenue definition.",{"id":2043,"use":2044},"diy_reality","track.diy_reality",{"id":2046,"use":2047},"pitch","track.pitch",{"id":2049,"heading":2050,"cta_order":2051,"body":2052},"next_steps","Your next steps",[2012,1495],"You've done step 1 of 3: your score and the six answers explained. Step 2: track.next_step (label and URL as plain text). Step 3: the check block (ctas.check_24h, heading, subtext, own_numbers_line and URL as plain text).",{"id":341,"text":2054},"All numbers in the scenarios are illustrative. Platform behaviour as documented in October 2026; your settings may differ. Made by Trackian, a marketing brain for your business. Edition: October 2026. https:\u002F\u002Ftrackian.com · Privacy policy: https:\u002F\u002Ftrackian.com\u002Fprivacy-center\u002Fprivacy-policy\u002F","Instant download on the thank-you screen after the email is entered. No email is sent.",[2057,2065,2073,2078,2086,2093,2101],{"id":2058,"type":2059,"placement":2060,"title":2061,"shows":2062,"caption":2063,"alt":2064},"V1","PHOTO","intro","A number for the CEO","welcome screen, calm and human - a small meeting room in a European office; a marketing lead sits across a table from the founder, a few printed pages and a closed laptop between them, mid-conversation: the founder has just asked a question and the marketing lead is about to answer; the room is neutral enough to belong to an online shop or a services business; nothing on the pages or on any screen is readable; no logos or brand marks; the two people stay clear when cropped to a narrow strip at phone width","Pick the number you'd report, then see the best answer and why.","In a small meeting room, a marketing lead with a few printed pages is about to answer a question from the founder across the table.",{"id":2066,"type":2067,"placement":2068,"title":2069,"shows":2070,"caption":2071,"alt":2072},"V2","DIAGRAM","track:shop","How each scenario works","a short flow of five steps, left to right (stacked at phone width): An example situation -> Illustrative numbers from the tools (for example Meta Ads Manager, Google Analytics (GA4) and your shop admin) -> Your CEO's question -> Your pick -> The reveal: Right, Partly right or Not this one, the best answer and why, what each number actually counts, and one sentence to say to your CEO. A small points key under the flow: right 2, partly right 1, wrong 0 - out of 12. The one point: every scenario ends with a line you can use in your next meeting","Six scenarios. Each one ends with a sentence you can say to your CEO.","Flow diagram of one scenario: an example situation, illustrative numbers from Meta, GA4 and the shop, the CEO's question, your pick, and a reveal with the best answer, what each number counts and a line for the CEO.",{"id":2074,"type":2067,"placement":2075,"title":2069,"shows":2076,"caption":2071,"alt":2077},"V3","track:leadgen","a short flow of five steps, left to right (stacked at phone width): An example situation -> Illustrative numbers from the tools (for example Google Ads, Meta Ads Manager, Google Analytics (GA4) and your lead list) -> Your CEO's question -> Your pick -> The reveal: Right, Partly right or Not this one, the best answer and why, what each number actually counts, and one sentence to say to your CEO. A small points key under the flow: right 2, partly right 1, wrong 0 - out of 12. The one point: every scenario ends with a line you can use in your next meeting","Flow diagram of one scenario: an example situation, illustrative numbers from Google Ads, Meta, GA4 and the lead list, the CEO's question, your pick, and a reveal with the best answer, what each number counts and a line for the CEO.",{"id":2079,"type":2080,"placement":2026,"dynamic":261,"title":2081,"shows":2082,"data":2083,"caption":2084,"alt":2085},"V4","CHART","Your score and result type","a horizontal scale from 0 to 12 in whole points, split into the quiz's three bands, each labelled with its band name: 0-7 Habit-led, 8-10 Fact-Checker, 11-12 Reconciler. The visitor's band is highlighted and a marker shows {score}\u002F12 with the name of their result type; never a percentage or a 100-point scale; works at phone width; the static mockup uses an example score of 9\u002F12 (The Fact-Checker), labelled Example","dynamic - the visitor's score out of 12 (right 2, partly right 1, wrong 0 across the six scenarios of their edition) on the band scale 0-7 (b1), 8-10 (b2), 11-12 (b3); their band and result type highlighted and their score marked; no other score, average or benchmark","Your result type comes from your score - and below 8, from the kind of answer you picked most.","Scale from 0 to 12 split into three bands - 0 to 7 for the four habit types, 8 to 10 The Fact-Checker and 11 to 12 The Reconciler - with the visitor's score marked and their result type highlighted.",{"id":2087,"type":2080,"placement":2026,"dynamic":261,"title":2088,"shows":2089,"data":2090,"caption":2091,"alt":2092},"V5","Your six answers","six equal tiles (one row of six, two rows of three at phone width), one per scenario in quiz order, each with the scenario's short title and the visitor's result - Right, Partly right or Not this one - shown by colour and by the word, never colour alone; above the tiles the breakdown line, for example 4 right · 1 partly right · 1 wrong. The static mockup uses example results for the shop edition, labelled Example: Three numbers walk into a board meeting - Right; Everyone claims the same customer - Partly right; September keeps changing - Right; The banner that ate GA4 - Right; Which revenue, exactly? - Not this one; The theme that converts better - Right","dynamic - the visitor's result on each of the six scenarios of their edition (correct, partial or wrong, from the option they picked), in scenario order, plus the counts for the breakdown line; nothing else","Where you were right, partly right or caught out, scenario by scenario.","Six tiles, one per scenario, each marked right, partly right or not this one for the visitor's answers, with the count of each above them.",{"id":2094,"type":2080,"placement":2095,"dynamic":261,"title":2096,"shows":2097,"data":2098,"caption":2099,"alt":2100},"V6","band:b1","What decided your result type","four horizontal bars, one per habit, in the tie-break order - The Double-Counter, The Diplomat, The Optimist, The Pessimist - each showing the visitor's total for that habit; the winning bar is highlighted and named as their result type; if no answer carried a habit, one line instead: no habit stood out, so your result is The Diplomat; the static mockup uses example totals (Optimist 4, Diplomat 3, Pessimist 2, Double-Counter 0), labelled Example","dynamic - the habit tags of the options the visitor picked in their edition: each wrong answer adds 2 and each partly right answer adds 1 to its habit, answers with no habit add nothing; the highest total wins, ties broken in the order Double-Counter, Diplomat, Optimist, Pessimist; shown only for scores 0-7 (band b1)","Below 8, your result type is the kind of answer you picked most often.","Bar chart of the visitor's four habit totals - Double-Counter, Diplomat, Optimist and Pessimist - with the highest one highlighted as their result type.",{"id":2102,"type":2067,"placement":2103,"title":2040,"shows":2104,"caption":2105,"alt":2106},"V7","pdf","for the PDF page The one rule behind every answer: a three-row lookup with one bar underneath. Totals, money and leads -> your shop or lead list, the record. Comparing channels with each other -> GA4. Comparing one platform's campaigns -> that ad platform. The bar under all three rows: before comparing two numbers, line up the dates, time zone, attribution and revenue definition. The one point: each number answers a different question","Each number answers a different question - pick the one that answers this one.","Lookup diagram: the shop or lead list is the record for totals, money and leads, GA4 compares channels, each ad platform compares its own campaigns, and dates, time zone, attribution and revenue definition are lined up before comparing.",[2108,2111,2114,2117,2120,2123,2126,2129,2132,2135,2138,2141,2144,2147,2150,2153,2156,2159,2162,2165,2168,2171],{"id":1321,"title":2109,"url":2110},"Google Ads Help - Understand conversions by time (standard columns use the click date; \"by conv. time\" columns use the conversion date)","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F9549009",{"id":1269,"title":2112,"url":2113},"Google Ads Help - About conversion windows (30-day click default)","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F3123169",{"id":1270,"title":2115,"url":2116},"Google Ads Help - About attribution models (data-driven and last click)","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F6259715",{"id":1271,"title":2118,"url":2119},"Google Ads Help - About modeled conversions (included in the Conversions column; up to 5 days to stabilise)","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F10081327",{"id":1589,"title":2121,"url":2122},"Google Ads Help - About conversion counting options (Every for sales, One for leads)","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F3438531",{"id":1322,"title":2124,"url":2125},"Google Ads Help - Time zone and currency settings (time zone permanently set at account creation)","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F9842104",{"id":1465,"title":2127,"url":2128},"Google Ads Help - Use a transaction ID to minimise duplicate conversions","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F6386790",{"id":1780,"title":2130,"url":2131},"Google Ads Help - Measure calls from ads and from your website","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F6095882",{"id":1323,"title":2133,"url":2134},"Google Analytics Help - Data freshness (processing can take 24-48 hours; reports may change)","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F11198161",{"id":1464,"title":2136,"url":2137},"Google Analytics Help - Measure ecommerce (transaction ID deduplication, web streams only)","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F12313109",{"id":1272,"title":2139,"url":2140},"Google Analytics Help - Select attribution settings (reporting model, lookback windows)","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F10597962",{"id":1371,"title":2142,"url":2143},"Google Analytics Help - Behavioral modeling for consent mode (thresholds)","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F11161109",{"id":1416,"title":2145,"url":2146},"Google Analytics Help - Currency reference (previous day's exchange rate)","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9796179",{"id":1223,"title":2148,"url":2149},"Google Tag Platform - Consent mode overview (basic vs advanced: what is sent when consent is denied)","https:\u002F\u002Fdevelopers.google.com\u002Ftag-platform\u002Fsecurity\u002Fconcepts\u002Fconsent-mode",{"id":1220,"title":2151,"url":2152},"Meta for Developers - Ad Account Insights reference (attribution windows; action_report_time impression vs conversion)","https:\u002F\u002Fdevelopers.facebook.com\u002Fdocs\u002Fmarketing-api\u002Freference\u002Fad-account\u002Finsights\u002F",{"id":1222,"title":2154,"url":2155},"Meta for Developers - Deduplicate Pixel and Server Events (same event name and event ID, within 48 hours)","https:\u002F\u002Fdevelopers.facebook.com\u002Fdocs\u002Fmarketing-api\u002Fconversions-api\u002Fdeduplicate-pixel-and-server-events\u002F",{"id":1221,"title":2157,"url":2158},"Meta for Developers - Meta Pixel for the Marketing API (statistical modelling when data is missing or partial)","https:\u002F\u002Fdevelopers.facebook.com\u002Fdocs\u002Fmeta-pixel\u002Fimplementation\u002Fmarketing-api",{"id":1669,"title":2160,"url":2161},"Meta for Developers - Lead Ads guide (in-ad forms using information people already shared with Facebook; Leads Center download)","https:\u002F\u002Fdevelopers.facebook.com\u002Fdocs\u002Fmarketing-api\u002Fguides\u002Flead-ads\u002F",{"id":1670,"title":2163,"url":2164},"PPC Land (reported) - Meta rewrites click attribution rules (link clicks only; engage-through reported separately, 2026)","https:\u002F\u002Fppc.land\u002Fmeta-rewrites-click-attribution-rules-finally-aligning-with-google-analytics\u002F",{"id":1224,"title":2166,"url":2167},"Shopify Help Center - Sales reports (gross, net and total sales; pending, unpaid and cancelled orders included; returns on the day processed; test orders excluded)","https:\u002F\u002Fhelp.shopify.com\u002Fmanual\u002Freports-and-analytics\u002Fshopify-reports\u002Freport-types\u002Forder-sales",{"id":1273,"title":2169,"url":2170},"Shopify Help Center - Marketing performance (last non-direct click is the default model)","https:\u002F\u002Fhelp.shopify.com\u002Fen\u002Fmanual\u002Fpromoting-marketing\u002Fanalyze-marketing\u002Fmarketing-performance",{"id":2172,"title":2173,"url":1506},"explainer-06","Trackian - Why Your Numbers Never Agree (item 06; every explanation in this quiz is drawn from it)",{"under_2k":2175,"2k_5k":1126,"5k_15k":1129,"15k_plus":1132},"under €2k",[2177,2178,2179,2180,2181,2182,2183,2184,2185,2186,2187],"Score ({score}\u002F12) and breakdown","\"You're\" + result type name, headline and body","What to do next (the result type's three steps)","Keep learning: the Missing Orders \u002F Missing Leads sheet link (tracks[].keep_learning)","Your answers: every scenario, your answer, the best answer and the CEO line","Doing this yourself, every month (track.diy_reality)","The pitch (track.pitch)","Step 1 of 3 (result_labels.step_one_line), step 2 (track.next_step, a text link), step 3 (the one CTA, ctas.check_24h, with its own_numbers_line)","Forward this to your boss (forward_email, a text link)","Email capture for the results PDF (optional)","Retake the quiz \u002F Try the other edition",{"link_label":2189,"delivery":2190,"subject":2191,"body":2192,"fill":2193},"Forward this to your boss","mailto: the visitor sends it from their own inbox; Trackian sends nothing. Fill it only from the visitor's own answers.","Our result on \"Which number would you report to your CEO?\": {score}\u002F12","Hi {first_name},\n\nI took Trackian's free quiz \"Which number would you report to your CEO?\" (about 4 minutes, six everyday reporting situations).\n\nResult: {score}\u002F12, {result_type_name}.\nThe biggest thing it showed: {result_type_headline}\nWhat it means for us: at our {spend_band_label} monthly ad spend, the number we report decides where that budget goes.\n\nTrackian offers a free check: a specialist compares what our tracking recorded with our real {orders_or_leads} and tells us within 24 hours what's missing and why. I'd like to do it this month: {check_url}\n\nFull quiz: https:\u002F\u002Ftrackian.com\u002Fresources\u002Fceo-number-scenario-quiz\n\n{sender}",{"first_name":2194,"orders_or_leads":2195,"check_url":2196,"spend_band_label":2197,"sender":2198},"left blank for the sender to type","orders (shop) \u002F leads (lead-gen)","ctas.check_24h.url for the track","spend_band_labels[spend_band]","left blank",{"high":2200,"medium":2210,"low":2214,"note":2216},{"when":2201,"headline":2202,"body":2203,"button":2204,"url":2205,"url_by_segment":2206,"url_rule":2209},"spend_band == '15k_plus' OR erp == 'yes' OR lead_score >= 70","Your results are downloading. Want to go through them with a specialist?","Pick a time that suits you. A Trackian specialist will look at your answers before the call.","Book a call","https:\u002F\u002Ftidycal.com\u002Fteam\u002Ftrackian\u002Fmeet",{"agency":2207,"shop":2208,"leadgen":2208},"https:\u002F\u002Ftidycal.com\u002Fteam\u002Ftrackian\u002Fmeet-agency","https:\u002F\u002Ftidycal.com\u002Fteam\u002Ftrackian\u002Fmeet-brands","role == agency -> url_by_segment.agency; otherwise url_by_segment[track] (shop or lead-gen); if the segment is unknown -> url (generic)",{"when":2211,"headline":2212,"body":2213},"lead_score >= 30","Your results are downloading.","If it didn't start, use the download link below. Next: why Meta, Google Ads, GA4 and your shop or lead list never agree: https:\u002F\u002Ftrackian.com\u002Fresources\u002Fwhy-numbers-never-agree",{"when":2215,"headline":2212,"body":2213},"else","erp is not collected in this quiz, so the high route fires on spend or lead score. The result screen always shows the one CTA; routing only changes the thank-you screen and the follow-up. Medium = nurture (owner, 11 Oct 2026): the Medium route starts at lead score 30 (it was 40) and shows the same thank-you text as Low, with no specialist review; only High offers the call.",[],1792071545480]