01
Integrity
Count the outcome once, with the right value.
Duplicate events, misfiring thank-you pages, default values and mixed primary goals can make performance look better while bidding gets worse.
WOLF / Measurement foundationBRISBANE · WORKING GLOBALLY
Measurement foundation
If the signal is wrong, the optimisation is wrong.
02
Lead generation
Send quality back to the auction.
Qualified-lead, opportunity and sale stages can teach the system which enquiries deserve more budget.
03
Attribution
A model is a lens, not the truth.
Wolf separates measurement used for bidding from evidence used for business decisions and tests for incrementality where the stakes justify it.
PLAIN ANSWERS
Useful details.
What are Enhanced Conversions?+
A Google feature that uses hashed first-party customer data to improve conversion matching while protecting the submitted identifiers.
What are offline conversion imports?+
They connect later events recorded outside the website, such as qualification or sale, to the original ad interaction.
Should GA4 and Google Ads match exactly?+
No. They can differ because of attribution, identity, time zones and processing rules. Large unexplained gaps still deserve investigation.