In this guide
- Open with the gap between platform and store numbers.
- Give a simple value estimate with clear assumptions. Do not promise a result.
- Propose a small, measurable test, then the full project.
A good pitch is short. It says: here is a problem in your numbers, here is what it costs you, here is a small way to fix it and check. This page gives a conversation guide in five steps, with a simple ROI sum you can adapt. For objections see pitching to real clients, and for a ready outline see the pitch template.
Step 1: show the gap
Pull last month's orders from the shop and purchases from Meta and Google Ads. Show them side by side. For example: shop 620 orders, Meta 410 purchases, Google Ads 380. The gap is what the platforms do not see.
Check your tracking in one pass
This is an example. Run the check on your own site to see where yours stands.
Step 2: explain in one sentence
"Browsers and blockers stop part of the data from reaching the ad platforms. We send it from a server instead, so the platforms see more of your sales and can optimise on them."
Step 3: a simple value estimate
| Input | Example |
|---|---|
| Monthly ad spend | $10,000 |
| Purchases the platform sees | 410 |
| Orders in the shop from ads (estimate) | 540 |
| Gap | 130 purchases (24 percent) |
| Average order value | $80 |
| Revenue the platform cannot see | $10,400 a month |
Be careful with the next step. The platform will not simply convert more revenue because it can see it. What changes is that its bidding can learn from a more complete picture. Say that the benefit is better optimisation and cleaner reporting, and that the size of the effect varies.
3 things to remember
Scroll and the points stack up.
Open with the gap between platform and store numbers.
Give a simple value estimate with clear assumptions. Do not promise a result.
Propose a small, measurable test, then the full project.
Step 4: propose a test
Week 0
Record the baseline numbers.
Days 1 to 3
Set up a test subdomain and send events for one platform.
Days 4 to 10
Compare daily platform numbers with the shop.
Day 10
Review together: the gap, match quality and what to do next.
Step 5: the offer
One page: scope, price, timeline and what the client provides (access to Tag Manager, the domain and the ad accounts). Separate the one-time fee, the monthly care and the hosting. Hosting depends on the plan, and small sites can start on a free plan.
Follow up
- Send the summary within a day of the meeting.
- Ask one question: "Shall I send access instructions?"
- If they hesitate, offer the test again.
A sample script
"Last month your shop recorded 620 orders. Meta reported 410 purchases and Google Ads 380. That is not because the ads failed. Part of the data never reaches the ad platforms, because browsers and blockers stop it. We can send it from a server instead. Let us do a ten-day test on one platform, on a separate subdomain, and compare against your orders. If the gap closes, we continue. If not, you will have spent very little to find out."
Notice what the script does not do. It does not mention technology, it does not promise a percentage, and it ends with a low-risk next step. Adapt the words to your voice, keep the order and keep it under a minute. Practise it once aloud before the meeting, and have the numbers on one slide ready. Most pitches fail because they explain too much too early, not because the idea is weak.
Orders from your store, back to the ad that earned them
Your store sends the order once. Open Tracked passes it on to each ad platform, cleaned and deduplicated.
Frequently asked questions
How do I pitch server-side tracking?
Show the gap between platform and store numbers, explain it in a sentence, estimate the value with assumptions and offer a small test.
How do I estimate value?
Estimate the revenue the platform cannot see, and say that the benefit is better optimisation, not automatic extra sales.
What should the offer include?
Scope, price, timeline and what the client provides, with setup, care and hosting separated.
How long should a test last?
About ten days, with daily comparisons.
What if the gap is small?
Say so. Server-side tracking may not be the priority.
Do I need spreadsheets to read my results?
No. Once tracking is live, the Open Tracked analytics shows spend, revenue, ROAS and profit, and you can ask Ari, the built-in AI assistant, questions about your own numbers in plain words. Ari's allowance depends on your analytics plan.
Is Open Tracked different from Open Track or Open Space Track?
No. Open Tracked is the official name of our server-side tracking platform, and the website is opentracked.io. Many people search for it as Open Track, OpenTrack or Open Space Track. All of them lead to the same product: server-side Google Tag Manager hosting, first-party analytics and a CRM pipeline.
Fix your tracking at the source
Open Tracked hosts your server-side Tag Manager, keeps first-party cookies alive and shows what each ad is really worth.
The Open Tracked team
We build Open Tracked: server-side tracking hosting, analytics and the tools around them, for stores that spend on ads. Questions about this guide, or an idea for the next one?
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