# Tracking and Attribution Guides | Crank

Source: https://wearecrank.com/insights/tracking-and-attribution

Why ad platform and shop or CRM numbers disagree, how server-side tracking helps, and which attribution model to use. Plain guides with checks you can run yourself.

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# Tracking and attribution.

Make your ad platform, shop and CRM numbers agree, and choose an attribution model you can explain.

## About this section

Your ad platform says one number, your shop or CRM says another, and nobody can say which to trust. That gap is a tracking problem before it is a strategy problem. If the data behind your decisions is incomplete, budget moves to the wrong channels and campaigns that work get switched off.

This section is for marketing leads, founders and finance teams at online shops and B2B companies that spend on paid media and want the figures to agree. The guides explain the usual reasons Meta and Shopify report different sales, a short check you can run yourself, and how server-side tracking helps close the gap. They also cover attribution models, from first touch to data-driven, what each one tells you and what it leaves out, and how last-click data misallocates budget for beauty brands. Start with the checks, then choose a model you can explain to a colleague.

## Guides in this section

Category

[All3](/insights/tracking-and-attribution)[B2B1](/insights/tracking-and-attribution?category=b2b)[Ecommerce2](/insights/tracking-and-attribution?category=ecommerce)

Type

[All3](/insights/tracking-and-attribution)[Guide3](/insights/tracking-and-attribution?type=guide)[Checklist0](/insights/tracking-and-attribution?type=checklist)

Showing 3 of 3 posts

* [EcommerceGuideTracking and attributionWhy your Meta ads do not match ShopifyMeta says you made one number of sales and Shopify says another. The usual reasons, a short check you can run, and how server-side tracking helps close the gap.Read ](/insights/meta-ads-not-matching-shopify)
* [B2BGuideTracking and attributionMarketing Attribution Models ExplainedDiscover which marketing attribution model fits your B2B setup - from first-touch to data-driven - and stop making budget decisions on incomplete data.Read ](/insights/b2b-marketing/attribution-models-explained)
* [EcommerceGuideTracking and attributionBeauty Ecommerce Attribution ModellingBeauty ecommerce attribution modelling for beauty brands: stop misallocating budget with last-click data and start crediting the channels that actually drive.Read ](/insights/beauty/beauty-ecommerce-analytics/beauty-attribution-modelling)

## Crank OS for this

Crank OS is the system we run for clients. These pages show how it handles the same problems.

* [Crank OS for B2B](/crank-os/b2b)
* [Crank OS for ecommerce](/crank-os/ecommerce)
* [Tracking](/crank-os/tracking)
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