Picture a Celje web shop for children's gear, built on WooCommerce and listed on Ceneje.si, putting a respectable sum each month into Google Ads and Meta campaigns. According to the agency, every euro returns six. Funnily enough, the bank balance disagrees. Dig in and the explanations appear one by one. Some cash-on-delivery parcels are never picked up, but the pixel booked them as revenue the moment the order was placed. Buyers bouncing back from their bank's 3-D Secure page are logged as brand new visits referred by the bank. Shoppers coming from the comparison site frequently tap an ad on the way and finish the purchase with a competitor. Each figure is honest in its own way, yet together they dodge the real question: how much do you pay to win one more customer? Our job is to put ad platform data, website analytics and the order system next to each other, locate where the trail breaks and point to the part of the spend that genuinely produces turnover. Everything is done from a distance, and we only ever read, never edit.
Three layers interest us: what the site technically records, which part of that it is allowed to record once a visitor has agreed, and which part ends up as cash. Creative work, ad wording and bid tactics stay outside the brief on purpose.
We list what each URL pulls in, from Google Tag Manager containers to Google Ads, Meta and TikTok tags, heatmap tools and chat bubbles. Scripts left behind by old A/B tests are flagged too, as they add weight to the page and may still be shipping data to unknown destinations.
Do optional cookies load before anyone says yes? Is turning them down just as quick as allowing them? Is each choice kept on record? GDPR and ZEKom-2 frame these checks, and any formal legal opinion stays with your own counsel.
With a fresh browser profile we decline, then accept, then reverse the choice, while capturing all outgoing requests. Only this way can you tell whether the Google and Meta scripts honour what the visitor picked.
A 3-D Secure detour through Stripe, Bankart or Monri, a jump to PayPal, a booking widget hosted elsewhere: each can cut a visit into two unrelated sessions. We trace whether a single journey survives from ad click to confirmed order.
Your main goals should be money events only, namely payment received, a COD parcel signed for, an enquiry the customer confirmed. Refunds and cancellations come off, and basket additions are demoted to supporting signals.
Google Ads, Meta, Ceneje.si and whichever marketplaces you use go into one sheet, with commission, postage, cancelled orders and refunds factored in and an identical formula for all of them.
Each finding is scored for impact against effort and tagged with an owner, whether that is your in-house staff, your agency or Apply.
Video calls and shared screens are all we need. The duration grows with the number of channels involved, and you get an estimate up front.
Together we fix which event counts, what margin a typical order leaves once costs are paid and which system is the reliable record of what was sold.
Software scans every page first. Then we browse by hand on mobile and desktop, declining cookies on one pass and allowing them on the next.
Each platform's reported conversions for a given month are held up against orders kept, payments received and refunds issued over that same month.
You, and your agency if you wish, go through the findings with us on a call. Fixes are then either carried out by us or delivered as a written checklist.
Until a COD parcel is signed for, it is only a promise. Whatever you tell an ad platform is a purchase becomes its training material. Report parcels that Pošta Slovenije or GLS later return unclaimed, and the system learns to chase exactly those shoppers who order and then never collect. Sending the platform the value actually collected, after delivery, tends to beat a bigger budget on both cost and results.
Return on ad spend is typically worked out from gross turnover with VAT, ignoring purchase cost, postage, commission, refunds and cancellations. We redo that ratio using the contribution from orders customers actually kept, and the two numbers can be startlingly far apart.
Cookies that are not strictly necessary require clear information and consent under GDPR and ZEKom-2, and declining should take no more effort than agreeing. We report how far your current set-up meets that technically, while a lawyer gives the definitive view.
They can, as long as every influencer has unique codes and tagged links connected to your order system. We verify that the code is saved on the order and check the refund rate on those purchases.
Viewer rights are all we ask for in GA4, Tag Manager, Google Ads and Meta Business Suite, and where relevant in Merchant Center and the shop admin. You add us and you remove us when the work is finished.
Hours worked are charged at €50 per hour plus VAT. Following the first call about goals, a written estimate of scope and time lands in your inbox.
Tell us where you advertise and the rough monthly spend. We will reply with a proposed audit scope and a possible start.
Enquiry received
An engineer will write back no later than the following working day. Faults that leave your staff unable to work are always looked at first.
No town by that name here. Check the letters, or settle for the nearest larger place. Our engineers work only over the internet, so Kočevje and Koper get precisely the same treatment.
