Case Studies
What Happens When Your Platforms Can Finally See.
Every metric on this page comes from a real tracking engagement with a real client. No projections. No estimates. Just what happened when we fixed the data.
Results from Kazam tracking engagements. Individual outcomes vary by platform, vertical, and existing infrastructure.
CRM data disconnected from ad platforms — algorithms optimising for form fills, not revenue.
The Problem
This client was generating leads through Google Ads and Meta — hundreds of form fills per month. But their ad platforms had no visibility into what happened after the click.
Every lead looked identical to the algorithm. A tyre-kicker who filled out a form and ghosted was weighted the same as a prospect who signed a six-figure contract. Google’s Smart Bidding was chasing volume. Meta’s algorithm was finding the cheapest conversions — which, predictably, were the worst ones.
The marketing team couldn’t prove which campaigns drove revenue. The sales team didn’t trust the numbers. And every month, budget decisions were made on data that stopped at the front door.
What Kazam Did
We connected the client’s CRM to their ad platforms using server-side tracking and offline conversion imports. Every pipeline stage — from initial enquiry through to closed-won — was mapped as a conversion event and fed back to Google Ads and Meta.
The algorithms stopped optimising for form fills. They started optimising for revenue.
We also deployed the Crystal Ball Dashboard so the marketing team could see, in real time, which events were firing and which weren’t. When a conversion event stopped flowing at 2am on a Tuesday, they knew about it before their first coffee.
Cost per lead
CPL reduction
Conversion events tracked
Revenue attribution
Campaign optimisation speed
“We knew our tracking was incomplete, but we didn\u2019t realise how much it was costing us. Once Kazam connected our CRM to our ad platforms, our campaigns started finding the right people — not just the cheapest clicks.”
— [Client Name], [Title], [Company]
If your ad platforms can\u2019t see past the form fill:
Run The Audit — it checks your CRM-to-platform connections in 60 secondsBrowser-side tracking degraded by ad blockers, iOS privacy changes, and cookie restrictions.
The Problem
This ecommerce brand was running significant ad spend across Google and Meta. Their pixel-based tracking — installed on a Shopify store years earlier — was reporting roughly 60% of actual conversions. The rest vanished: blocked by ad blockers, killed by iOS App Tracking Transparency, or dropped by browser privacy restrictions.
The consequences were invisible but expensive. Meta’s algorithm was working with partial purchase data. Google’s Performance Max was bidding on an incomplete picture of customer value. And the brand had zero visibility into repeat purchases or lifetime value — so the platforms treated a first-time buyer and a loyal customer identically.
The marketing team suspected data loss but couldn’t quantify it. Attribution reports from each platform contradicted each other. Nobody trusted the numbers enough to make confident budget decisions.
What Kazam Did
We rebuilt tracking from the infrastructure up. Server-side tracking via the Conversions API was implemented for both Google and Meta, removing dependency on browser-based pixels. Enhanced conversions were configured using hashed first-party data — email addresses and phone numbers collected at checkout — to improve match rates.
Then we did what most tracking setups skip entirely: we integrated lifetime value data. Repeat purchase behaviour, order frequency, and cumulative spend were passed back to both ad platforms so their algorithms could distinguish a one-time buyer from a high-value repeat customer.
The Crystal Ball Dashboard gave the marketing team a single view of conversion events across every platform — with real-time alerts when match quality scores dropped or CAPI delivery failed.
ROAS (blended)
Conversions tracked
Meta match quality score
LTV data flowing to platforms
Attribution confidence
“We were making budget decisions based on data we now know was missing a third of our conversions. Kazam didn\u2019t just fix our tracking — they changed what we could see. And when you can see clearly, you spend differently.”
— [Client Name], [Title], [Company]
If your ad platforms are working with partial data:
Run The Audit — it measures your conversion data gap in 60 secondsInconsistent data across platforms, no unified attribution, over-reported conversions.
The Problem
This advertiser ran campaigns across Google Ads, Meta, and TikTok simultaneously. Each platform reported its own conversion numbers. None of them agreed.
Google claimed credit for conversions that Meta also claimed. TikTok’s attribution window showed results that didn’t match GA4. The total conversions reported across all three platforms exceeded actual sales by over 40%. Nobody on the marketing team could answer the most basic question: which platform is actually driving results?
Budget allocation became guesswork. The team defaulted to spreading spend evenly — not because it was optimal, but because “what worked” depended on which dashboard you opened.
What Kazam Did
We implemented server-side tracking across all three platforms with a unified data layer. Conversion events were defined once and distributed consistently — same event names, same attribution logic, same data.
Offline conversion tracking was configured so that downstream actions — phone calls, in-person meetings, contract signings — were attributed back to the originating ad click across all platforms. Deduplication rules ensured each conversion was counted once and only once, regardless of how many platforms touched the journey.
The Crystal Ball Dashboard provided a single source of truth: verified conversions by platform, by campaign, by audience. With discrepancy alerts that flagged the moment platform-reported numbers diverged from server-side verified data by more than 5%.
Verified conversions attributed
Cross-platform consistency
Over-attribution (platform vs actual)
Budget reallocation confidence
Platforms with CAPI active
“For the first time, we could look at one dashboard and know — actually know — where our results were coming from. We reallocated 30% of our budget within the first month because the data finally made the decision obvious.”
— [Client Name], [Title], [Company]
If your platforms can\u2019t agree on what\u2019s working:
Run The Audit — it flags cross-platform discrepancies in 60 secondsThree different businesses. Three different verticals. Three different platform configurations.
Same underlying problem: their ad platforms were making decisions on incomplete data. And the same fix: get the right data flowing, verify it’s accurate, and keep it that way.
That’s what Kazam does. Nothing more. Nothing less.