Data infrastructure
Your data, verified. Your conversions, trusted.
We build a purpose-built BigQuery data warehouse that pulls every click, session, and conversion from Google Analytics into a single source of truth — so your paid media decisions are never based on guesswork.
Beyond platform dashboards
Why most agencies are flying blind
Most paid media agencies optimize against the numbers inside the ad platform — and that's a problem. Google Ads, Meta, and LinkedIn all report conversions using their own attribution models, their own lookback windows, and their own definitions of what counts as a conversion. When those numbers don't match what's actually happening in your CRM or on your server, you end up optimizing toward a fiction.
At LA PPC Pros, we don't accept platform-reported data at face value. Before we scale a single campaign, we build a data infrastructure layer that independently verifies every high-value conversion event — form submissions, phone calls, demo requests, purchases, and any other action that actually moves your business forward. That infrastructure lives in Google BigQuery, and it's yours.
This isn't a nice-to-have. For clients spending $10,000 or more per month on paid media, accurate conversion data is the difference between a campaign that scales profitably and one that burns budget chasing phantom leads. We've seen it happen too many times. Our data warehouse practice exists specifically to prevent it.
15–40%
of conversions lost to client-side tracking gaps
14 mo
GA4 default data retention — BigQuery keeps it forever
< $50
typical monthly BigQuery cost for mid-market programs
24 hr
anomaly detection window for data quality issues
The build
What we build for you
BigQuery Data Warehouse
We provision and configure a Google BigQuery project scoped to your business. BigQuery is Google's enterprise-grade, serverless data warehouse — the same infrastructure used by Fortune 500 companies to process billions of rows of event data. We set up the schema, partitioning strategy, and access controls so your data is organized, queryable, and secure from day one.
Google Analytics 4 → BigQuery Export
We connect your GA4 property to BigQuery using Google's native streaming export. Every event your website fires — page views, scroll depth, button clicks, form interactions, and custom events — flows into BigQuery in near real-time. This gives us a raw, unsampled, unfiltered record of all website activity that we can query independently of the GA4 interface.
Conversion Event Schema Design
Not all events are created equal. We work with you to identify the high-value conversion events that matter most to your business — a qualified lead form submission, a phone call from a paid ad, a product purchase, a demo booking, a document download. We then design a dedicated schema in BigQuery that captures the full context of each conversion: source, medium, campaign, keyword, landing page, device, timestamp, and any custom parameters your business needs.
SQL Verification Queries
We write a library of SQL queries that run against your BigQuery tables to verify conversion counts, identify discrepancies between platform-reported and independently-measured conversions, and surface data quality issues before they corrupt your optimization signals. These queries become the foundation of your weekly reporting and are documented so your internal team can run them independently.
Cross-Platform Attribution Analysis
With your raw event data in BigQuery, we can build attribution models that aren't constrained by any single ad platform's rules. We compare last-click, first-click, linear, and time-decay attribution across Google Ads, Meta, and any other channel you run — giving you a complete picture of which touchpoints are actually driving conversions, not just which platform claims credit for them.
Looker Studio Reporting Layer
We connect your BigQuery warehouse to Looker Studio (formerly Google Data Studio) to build executive-ready dashboards that pull directly from verified data. No more copying numbers between spreadsheets. Your leadership team sees the same verified conversion counts that drive our optimization decisions — updated daily, accessible from any browser.
Data infrastructure maturity
Why a Single Source of Truth Across Channels Changes Every Decision You Make
When your paid search data lives in Google Ads, your social data lives in Meta, your CRM data lives in Salesforce, and your revenue data lives in Stripe — you are making budget decisions based on whichever platform's dashboard you happen to be looking at. Each platform claims credit for the same conversions. None of them shows you the full picture.
Data infrastructure maturity model — where most LA advertisers fall
Level 1 — Platform dashboards only
58% of accountsEach channel reports independently. No cross-channel view. Budget decisions based on whichever platform you check last.
Level 2 — GA4 as single source
28% of accountsGA4 aggregates some channel data but misses offline conversions, CRM data, and revenue attribution. Better, but still incomplete.
Level 3 — BigQuery + Looker Studio
11% of accountsAll channel data, CRM data, and revenue data unified in a warehouse. Single source of truth. Budget decisions based on actual contribution margin.
Level 4 — Full data-driven attribution
3% of accountsMachine learning attribution model trained on your specific conversion data. Every touchpoint weighted by actual revenue contribution.
Estimated distribution based on LA PPC Pros onboarding assessments. Most advertisers operate at Level 1 or 2 — leaving significant optimization opportunity on the table.
BigQuery + Looker Studio: What the Setup Actually Looks Like
A properly configured BigQuery data warehouse for a mid-market Los Angeles advertiser typically pulls from four to six data sources: Google Ads, Meta Ads, GA4, the CRM (Salesforce, HubSpot, or similar), the payment processor (Stripe, Braintree), and any offline conversion data from the sales team. Each source exports to BigQuery on a scheduled basis — daily for most channels, real-time for high-velocity e-commerce.
The BigQuery layer handles the hard work: deduplicating conversions across platforms, joining ad spend data with revenue data at the campaign level, and calculating true ROAS and contribution margin by channel, campaign, and keyword. The Looker Studio layer sits on top and presents this unified data in a format that non-technical stakeholders can actually use.
The result is a single dashboard where you can see, for every dollar spent across every channel, exactly how much revenue it generated — not the platform's claimed attribution, but the actual revenue recorded in your CRM and payment processor. For most of our clients, this is the first time they have ever seen their true blended ROAS.
Offline Conversion Tracking: Closing the Loop Between Ads and Revenue
For B2B companies and high-ticket service businesses in Los Angeles, the conversion that matters most — the signed contract, the closed deal, the booked procedure — happens offline, days or weeks after the initial ad click. Without offline conversion tracking, your bidding algorithms are optimizing toward form submissions and phone calls, with no visibility into which of those leads actually became customers.
Google's Enhanced Conversions for Leads and Meta's Offline Conversions API allow you to import CRM data — specifically, which leads converted to customers and at what revenue value — back into the ad platforms. When this data is flowing correctly, Smart Bidding can optimize toward actual customers rather than leads, dramatically improving lead quality and reducing wasted spend on high-volume, low-quality lead sources.
Offline conversion import requirements
- GCLID / FBCLID capture on all lead forms and CRM records
- CRM field for lead source and ad click identifier
- Minimum 30-day conversion window for B2B sales cycles
- Revenue value attached to each imported conversion
- Weekly or daily import cadence depending on sales velocity
- Lead quality scoring to filter out unqualified submissions
Our methodology
Verifying high-value conversions: our methodology
The most important thing our data infrastructure does is give us an independent verification layer for the conversions that drive your paid media strategy. Here's exactly how we approach it.
Conversion taxonomy audit
We start by auditing every conversion action currently configured in your ad platforms and GA4. In our experience, most accounts have a mix of high-value conversions (qualified form submissions, phone calls, purchases) and low-value micro-conversions (page views, scroll events, time on site) all lumped together under the same 'conversion' label. This inflates reported conversion counts and corrupts smart bidding signals. We separate them, assign appropriate values, and configure your platforms to optimize against the right signals.
Server-side event verification
Client-side tracking — the kind that fires from JavaScript in the browser — is increasingly unreliable. Ad blockers, iOS privacy changes, and browser restrictions mean that anywhere from 15% to 40% of conversion events may never reach your analytics platform. We implement server-side event verification using GA4's Measurement Protocol, which sends conversion data directly from your web server to Google's collection endpoint, bypassing the browser entirely. This dramatically improves data completeness and gives us a reliable baseline to compare against platform-reported numbers.
BigQuery reconciliation queries
Every week, we run a set of SQL reconciliation queries that compare conversion counts across three sources: your ad platform (Google Ads, Meta, etc.), your GA4 property, and your BigQuery raw event tables. When the numbers diverge — and they often do — we investigate the cause. Common culprits include tag firing issues, duplicate conversion actions, attribution window mismatches, and cross-device journeys that platforms count differently. We document every discrepancy and its resolution, building an audit trail that protects you in any future platform or agency transition.
CRM match-back analysis
For clients with a CRM (Salesforce, HubSpot, or any system that exports lead data), we perform periodic match-back analyses that compare paid media conversion events in BigQuery against actual closed deals or qualified opportunities in the CRM. This closes the loop between marketing attribution and business outcomes — and it's the only way to know whether the leads your paid campaigns are generating are actually converting into revenue downstream.
Anomaly detection and alerting
We configure scheduled BigQuery queries that run daily and flag anomalies — sudden drops in conversion volume, unexpected spikes that may indicate tag misfires, or changes in conversion rate that fall outside normal variance. These alerts go to both our team and your designated stakeholders, so data quality issues are caught within 24 hours rather than discovered weeks later during a monthly reporting review.
Ongoing schema maintenance
Your business changes. New landing pages launch, new conversion actions are added, campaigns expand into new channels. We maintain your BigQuery schema as your program evolves, ensuring that new conversion events are captured correctly from day one and that historical data remains consistent and comparable over time.
Is this right for you?
Who this is built for
Our data infrastructure service is designed for businesses running serious paid media programs — typically $10,000 or more per month in combined ad spend across one or more platforms. At that level, even a 10% improvement in conversion data accuracy can translate directly into better smart bidding performance, lower CPAs, and higher ROAS. It's also built for businesses where the stakes of a bad lead are high: B2B companies with long sales cycles, healthcare and legal practices where compliance matters, and e-commerce brands where attribution accuracy directly affects margin calculations.
- B2B companies with $50K+ monthly ad spend needing CRM match-back verification
- E-commerce brands running multi-channel campaigns across Google, Meta, and programmatic
- Healthcare and legal practices requiring HIPAA-aware, compliant data handling
- Enterprise clients with internal BI teams who need a clean, documented data feed
- Any business that has been told their conversion data 'looks off' and wants to know why
What you receive
- Provisioned BigQuery project with documented schema and access controls
- GA4 → BigQuery streaming export, configured and verified
- Conversion event taxonomy document with value assignments
- SQL query library for weekly reconciliation and anomaly detection
- Looker Studio dashboard connected to BigQuery (not GA4 sampled data)
- Server-side Measurement Protocol implementation for key conversion events
- Monthly data quality report with discrepancy log and resolution notes
- Ongoing schema maintenance as your program evolves
Get started
Stop optimizing against numbers you can't trust.
If your paid media program is running on platform-reported data alone, you're making decisions with incomplete information. Let's build the infrastructure that gives you the full picture.