Wesley Hartley is Chief Commercial Officer at Leaf. Leaf is a technology and data science company delivering performance intelligence solutions for next-gen eCommerce brands. And they've recently launched a new conversion tracking & monitoring solution called Leaf Signal.

Dive in:

[05:00] "From Downloads to Engagement Focus"

[08:54] Effective Facebook Ad Data Strategies

[10:00] "eCommerce Tracking: A Critical Gap"

[14:09] "First-Party Cookie Solutions Explained"

[19:08] Core eCommerce Tracking Essentials

[21:53] "Optimizing GA4 and Google Ads"

[27:09] Insider Tips from Wesley!

[34:22] To get your free website tracking & conversion audit, visit leafsignal.com

Tracking Is the First Profit Lever, Not an Afterthought

Many eCommerce brands focus on ad creative and budgets but ignore tracking. Wesley explains that tracking is the foundation of profitable paid media. If your data is broken or incomplete, ad platforms cannot optimize properly. This means wasted spend and poor targeting. Fixing tracking should be your priority before scaling campaigns.

Capture the Right Events to Power Smarter Ads

Wesley highlights five must-have events: page view, product view, add-to-cart, checkout, and purchase. These give ad platforms the signals they need to target the right buyers. Missing mid-funnel events leads to weaker smart bidding and retargeting. Even small tracking gaps can cost you revenue. Capturing full event data — including product and customer details — gives you a big edge.

Tracking Isn’t “Set and Forget” — Monitor It Continuously

Even if your tracking is correct today, it can break tomorrow. Cookie banner changes, site updates, or platform shifts can silently stop data from flowing. That means ad performance suffers, often without you noticing. Wesley recommends using monitoring tools or specialists to keep tracking healthy. Treat tracking as an ongoing process, not a one-time task.

Takeaways:

• Data-driven marketing is everything, but your tracking must be right! If your data isn’t accurate, your ad spend loses impact. Make tracking & analytics a priority—profitability depends on it.
• Think your eCom tracking’s bulletproof? Most brands have gaps—sometimes they’re losing big, and don’t know it! Regular audits and expert input can uncover serious wins.
• Relying on basic tracking apps alone isn’t enough, especially as privacy rules evolve. Control your data, hire real specialists, and keep up with compliance for sustainable growth.
• Don’t just focus on ad creatives—without quality tracking, the platforms can’t optimize for real results. Data is what trains algorithms to drive profit and retention.
• Tracking isn’t “set and forget.” With privacy changes and new tech, constant monitoring is key. Today’s good data flow could break tomorrow—stay alert and build resilience for peak seasons.

Episode sponsored by Leaf Signal. To get your free website tracking & conversion audit, visit leafsignal.com.

Find the notes here: https://keepopt.com/277