121 Insights · Measurement Proposal · Private & confidential

An independent referee for your ad results

Server-side measurement for SISTR, built to validate and attribute your results independently of Meta and Google. Your first-party data is collected for your measurement only, and is never shared with any third party.

Prepared for Robin, SISTR From 121 Group 22/07/2026 All figures ex GST

1 The problem: the platforms mark their own homework

Right now, the only scoreboard you have for your advertising is the one each platform reports about itself. Meta counts Meta's conversions using Meta's own attribution rules; Google does the same for Google. That creates three problems you have already felt:

No independent check. When Meta claims it drove a booking, there is no neutral way to verify it. The platform is both a player and the referee.
Over-claiming. Platforms count view-throughs and assisted clicks generously, so the same booking can be claimed by more than one channel. The totals rarely reconcile with your real bookings.
You do not own the numbers. The measurement lives inside the ad accounts, not with you, so you cannot audit it or trust it for real budget decisions.

2 What we propose

Add an independent referee to the pitch: 121 Server-Side Tracking.

We install our server-side measurement engine on your side of the fence. It records what actually happens on your website and booking flow, using first-party data you own, completely independently of any ad platform. It becomes your single, neutral source of truth: it attributes each real booking to the channel that genuinely earned it, so you can judge Meta and Google on the same honest basis, side by side.

Today

Each platform reports itself
Bookings claimed more than once
Data sits inside the ad accounts
Browser-only tracking, decays on Safari and with ad-blockers

With the referee

One neutral scoreboard you own
Each booking attributed once, to its true source
Data held by you, in your own dashboard
Durable first-party measurement, no sampling

3 Your data stays yours

Explicit commitment

This build shares nothing with Meta, Google or any other third party. We collect first-party data for your measurement only. No advertising pixel is fed, no data is sent back to the ad platforms, nothing is sold or passed on. The information stays inside your own environment.

This matters for a sexual-health service in particular. The approach is privacy-first and consent-based, and it is actually more private than the standard analytics running on most websites today, which quietly send data to third parties by default.

4 What you get

The real number

True confirmed bookings, not platform-claimed conversions.

A fair channel comparison

Meta vs Google judged on the same neutral attribution, no more double-counting.

Honest cost per booking

An independent cost-per-booking for each channel, to steer budget with confidence.

The full journey

Ad click to consult click to confirmed booking, in one connected view.

Durable and accurate

First-party measurement that survives Safari, iOS and ad-blockers.

Your own dashboard

Everything in a private 121 Insights dashboard that belongs to SISTR.

5 How it works

Your website

Records visits, ad clicks and consult clicks, first-party.

Your booking flow

Records the confirmed booking, the moment that actually matters.

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121 Server-Side Tracking engine

On our own secure infrastructure. Matches each booking to the channel that earned it, using data you own. Keeps identities protected.

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Your 121 Insights dashboard

Your independent scoreboard: real bookings, true cost per booking, Meta vs Google side by side.

● The data stops here. Nothing is sent to Meta or Google.

6 What we deliver

Set up the measurement

We install the first-party tracking through your existing tag setup and stand up your private dashboard. No change to your website design and no disruption to live campaigns.

Capture the real booking

We connect the confirmed booking from your booking flow, so the referee measures the outcome that counts, not just clicks.

Attribute and validate

We match each booking back to its true source and reconcile against what Meta and Google claim, so you can see exactly where the two disagree.

Report

You get your independent dashboard plus a short monthly read on true performance by channel. Consent and privacy handled throughout.

7 Investment

Included in your current 121 management retainer, at no additional cost.

We are building this independent measurement layer for you as part of our ongoing partnership. It runs alongside your advertising as a value-add, so you get your own neutral scoreboard without any change to your monthly investment.

8 Next steps

If you would like to proceed:

Give us the go-ahead and we will schedule the build.
Typical setup is completed within a few weeks, with zero disruption to your live campaigns and a full rollback available at every step.
Nothing is shared with any ad platform at any stage, that is a fixed part of the design.

Happy to walk you and the team through it on a short call first.

Prepared by 121 Group for SISTR · private and confidential · all figures ex GST.