Advanced tracking course — trust your ad data again

What is advanced tracking?

Tracking is measuring the actions that happen on a website or app (calls, forms, add to cart, purchases). The basic setup is often there, but the numbers don’t match: GA4 shows one count, Meta another and Google Ads a third.

The Advanced tracking course looks at the causes of this problem. Conversions counted twice, events lost to browser restrictions and ad blockers, consent setup and different attribution models are each separate topics.

In the course every topic is checked live in Google Tag Manager’s preview mode, GA4 DebugView and Meta Events Manager. By the end you write a measurement plan for a website, build it, and show the results in a Looker Studio dashboard.

Who is this course for?

What will you be able to do by the end?

You find and fix the reason the numbers in your ad account don't match the numbers in your sales.

1. 01

   Write a measurement plan

   Document which event is sent, with which parameters and to which platform.

2. 02

   Complex setups in GTM

   Capture events precisely with variables, triggers and conditions, and debug them.

3. 03

   Evaluate server-side tracking

   Understand when it’s needed, what it gives you and how it’s set up.

4. 04

   Set up Meta Conversions API

   Combine browser and server events and prevent double counting.

5. 05

   Set up Consent Mode correctly

   Measurement that respects user consent and protects personal data.

6. 06

   Explain the gap in numbers

   Find why platforms disagree and explain it clearly to management.

Advanced tracking course syllabus

5 weeks, 10 sessions. The syllabus has 7 topics, and each topic ends with a hands-on assignment.

1. 1
   Topic 01

   The GA4 event model and setting up conversions correctly

   The GA4 event model, parameters and key events. Choosing conversions correctly and sending them to Google Ads.

2. 2
   Topic 02

   Google Tag Manager: variables, triggers, debugging

   How GTM is structured: tags, triggers, variables. Debugging in preview mode and publishing safely with versions.

3. 3
   Topic 03

   Server-side tracking: when you need it and how to set it up

   How server-side tracking differs from browser tracking, its benefits and costs. Setting up a server container.

4. 4
   Topic 04

   Meta Conversions API and event match quality

   Server events with the Conversions API, deduplication with event_id, and event match quality.

5. 5
   Topic 05

   Consent Mode and protecting personal data

   Consent Mode modes, connecting the cookie banner with GTM and keeping personal data out of reports.

6. 6
   Topic 06

   Attribution models: why the numbers don't add up

   Attribution models and windows. Explaining why GA4, Google Ads and Meta count the same sale differently.

7. 7
   Topic 07

   Dashboards with Looker Studio

   Combining GA4 and ad data in one dashboard. Preparing a readable report for management.

How do the lessons work?

Lessons are online and live. Groups have up to 12 people so every assignment can be reviewed individually. Every week follows the same structure:

Who teaches the course?

Namig Pashayev

Senior Digital Marketing Expert at Rabitabank. Previously worked on advertising and analytics at UM Azerbaijan, FINCA Azerbaijan, 166 Yükdaşıma and 166 Tech. Manages Meta, Google, TikTok and LinkedIn ads and builds measurement with Google Tag Manager and GA4.

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