1. // 00 — the gap

   Meta saw 440 sales from your ads.Clickfall counted 1,000.

   Same shop. Same week. Same ads.

   Illustrative. The same gap as one of our own sites: Meta reported 44 for every 100 store clicks we counted (27 Sept – 9 Oct 2026, one Ads Manager export).
   clickfallhub · northfell.co.uk
   // one week · Illustrative

   440Meta saw

   1,000Clickfall counted
2. // 01 — who’s counting

   Meta only counts what its pixel sees.

   Ad blockers, Safari and declined cookies stop it. Those sales go missing.

   Illustrative · Meta: the pixel is affected by ad blockers and browser issues (Meta Business Help Center, About Conversions API)
   the Meta pixel · one weekIllustrative

   Meta pixel · one week

   Sales seen by the pixel

   1,000 sales · a dot is 20

   Ad blockerstops the pixelSafarilimits its cookiesDeclined cookiesno yes, no pixel

   // meta pixel440sales seen560go missing · grey
3. // 01 — who’s counting

   GA4 guesses the sales it can’t see.

   It mixes estimates into your reports without marking which numbers.

   Illustrative · Google Analytics Help, answer 11161109: modelled data is blended in; an icon marks the report, not the number
   GA4 · Advertising · ConversionsIllustrative

   GA4 · Advertising

   Conversions · last 7 days

   Purchases710iIncludes estimated data

   Which part is a count? The report doesn’t say.

4. // 01 — who’s counting

   Shopify counts every order. Not every source.

   Declined cookies hide which ad brought the sale.

   Illustrative · Shopify Help Center: with a cookie banner on, session data is collected only after consent (14 Oct 2026)
   Shopify · OrdersIllustrative

   Shopify

   Orders · last 7 days

   1,000 orders · 370 unattributed

   Order	Total	Source
   #1042	£86.00	Meta ad
   #1043	£86.00	Google
   #1044	£86.00	Meta ad
   #1045	£86.00	Unattributed
   #1046	£86.00	Email
   #1047	£86.00	Meta ad

   With a cookie banner on, a declined visit leaves no session to attribute. The order counts. Its source is gone.

5. // 02 — the fix

   So count it yourself, on your own domain.

   First-party: loaded from your website, stored in your own database.

   Illustrative · Scorecard: Shopify Help Center, Google Analytics Help, Meta Business Help Center, checked 14 Oct 2026
   two ways to countIllustrative

   Clickfall · how it counts

   Data path

   GA4browser→google serversGoogle’s servers · Google’s model

   Clickfallbrowser→t.northfell.co.uk→your hubyour domain · your database · every number labelled
   // who counts what

   Sales from your ads	Meta pixel	GA4	Shopify	Clickfall
   Counts every sale	✗ est.	✗ est.	✓	✓
   Knows which ad earned it, even when cookies are declined	✗	✗	✗	✓ UK
   Shows what's real and what's estimated	✗	✗	✓ counts	✓
   Sends the missing sales back to your adsIn build	—	G. Ads	Meta ✓	✓ 4

6. // 03 — setupLive

   Three steps. Then it counts.

   Built to install in 15 minutes. We set it up with you.

   Illustrative · 15 min is the target; no customer install has been timed
   clickfall

   See

   • Overview
   • Live
   • Dashboards
   • Traffic
   • Trends
   • Funnels
   • Friction
   • Journeys

   Prove

   • Sales
   • Ads
   • Compare
   • Reconcile
   • Gap

   Act

   • Customers
   • Audiences
   • Consent

   Set up

   • Setup
   • Install
   • Health
   • Controls

   DisplayN[email protected]

   NNorthfellnorthfell.co.ukLiveSearch⌘K

   Install

   One DNS record and four tags, on northfell.co.uk. Illustrative

   1Add one DNS recordat your DNS host

   t.northfell.co.uk.   CNAME   edge.clickfall.co.uk.

   Record found ✓

   A subdomain of your own site: the hub counts on northfell.co.uk, not on ours.

   2Paste four tagsin the head, every page

   1. <script src="https://t.northfell.co.uk/js/consent.js"></script>banner
   2. <script src="https://t.northfell.co.uk/js/t.js" defer></script>count
   3. <script src="https://t.northfell.co.uk/js/cta.js" defer></script>clicks
   4. <script src="https://t.northfell.co.uk/js/rp.js" defer></script>replay

   They load from your own subdomain. Nothing from a third party.

   3Your hub goes livechecked for you

   • ✓We can see your sitefrom your browser and from the edge
   • ✓First page view14:02:31
   • ✓Third-party requestsnone
   // the tags

   • Loads from your domaint.northfell.co.uk, not ours
   • Under 2 KBdeferred, after your page has shown
9. // 04 — every visitLive

   Every visit counted, with the channel it came from.

   Even with cookies declined. We keep where they came from, not who they are.

   Illustrative
   clickfall

   See

   • Overview
   • Live
   • Dashboards
   • Traffic
   • Trends
   • Funnels
   • Friction
   • Journeys

   Prove

   • Sales
   • Ads
   • Compare
   • Reconcile
   • Gap

   Act

   • Customers
   • Audiences
   • Consent

   Set up

   • Setup
   • Install
   • Health
   • Controls

   DisplayN[email protected]

   NNorthfellnorthfell.co.ukLast 7 daysLiveSearch⌘K

   Live

   Every visit from the ads, as it lands. A said-no keeps its channel and nothing else. Illustrative

   #From Meta ads, this weekcounted · visits

   40,000

   • Said yesobserved25,200
   • Said nocounted14,800

   Every visit counted, whatever its answer to the banner. Only a yes is followed page by page.

   ≡The last visits, with their channelcounted

   Time	Channel	Page	Banner
   14:02:01	Meta	/	said yes
   14:02:09	Meta	counted, not followed	said no
   14:02:31	Google Ads	/basket	said yes
   14:03:02	TikTok	/	said yes
   14:03:40	Meta	counted, not followed	said no
   14:04:12	Meta	/jackets	said yes
   14:04:58	Microsoft Ads	counted, not followed	said no
   14:05:20	Google Ads	/hats	said yes
   14:06:03	Meta	/jackets/fell-shell	said yes

10. // 05 — cookie answersPreview

    Declined cookies? Still counted. Never sent to ads.

    UK law allows counting. Sending to ads still needs a yes.

    UK: Data (Use and Access) Act 2025, in force Feb 2026. EU visitors need consent first.
    clickfall

    See

    • Overview
    • Live
    • Dashboards
    • Traffic
    • Trends
    • Funnels
    • Friction
    • Journeys

    Prove

    • Sales
    • Ads
    • Compare
    • Reconcile
    • Gap

    Act

    • Customers
    • Audiences
    • Consent

    Set up

    • Setup
    • Install
    • Health
    • Controls

    DisplayN[email protected]

    NNorthfellnorthfell.co.ukLast 7 daysLiveSearch⌘K

    Consent

    Every answer to the banner from Meta ads' visits, with its notice. Illustrative

    ✕Said no · from Meta adscounted · visits

    14,800

    • ✓Counted here, with the channel it came from
    • ✓Kept in your hub
    • ✕Followed page by page
    • ✕Passed to an ad platform

    37.0% of the 40,000 visits from Meta ads asked. UK law allows the count; anything more needs a yes.

    #Asked

    from Meta ads · visits40,000

    ✓Said yes

    from Meta ads · visits25,200

    ≡The consent ledgera masked id, never a name

    Visitor	Answer	Time	Notice
    …4819 · masked	Said no	13:58:40	2026-10-v1
    …4820 · masked	Said yes	14:00:12	2026-10-v1
    …4821 · masked	Said yes	14:02:11	2026-10-v1
    …4822 · masked	Said no	14:03:37	2026-10-v1
    …4823 · masked	Said yes	14:04:05	2026-10-v1

11. // 05 — cookie answersPreview

    Every cookie answer, recorded.

    Accepted or declined, the time, and the banner they saw.

    Illustrative
12. // 06 — real vs estimatedPreview

    Real counts. Estimates only where you choose.

    Every estimate is marked, so a guess never passes as a sale.

    Illustrative · The estimate is the hub’s own rule: off by default, labelled, never added to a count, never sent
    clickfall

    See

    • Overview
    • Live
    • Dashboards
    • Traffic
    • Trends
    • Funnels
    • Friction
    • Journeys

    Prove

    • Sales
    • Ads
    • Compare
    • Reconcile
    • Gap

    Act

    • Customers
    • Audiences
    • Consent

    Set up

    • Setup
    • Install
    • Health
    • Controls

    DisplayN[email protected]

    NNorthfellnorthfell.co.ukLast 7 daysLiveSearch⌘K

    Compare

    Sales from Meta ads this week, each figure by where it comes from. Illustrative

    ◐Sales from Meta ads · one weekthree kinds

    counted · from payments1,000

    Every sale, from your payments. A count, nothing else.

    GA4 · blended710

    Estimates mixed in. Which part, it doesn’t say.

    estimated hereOffuntil you switch it on

    Marked on every figure it touches. Never added to a count, never sent.

    #On every card, its kind

    • countedseen and counted by the hub
    • observedan answer or an event, as it happened
    • from paymentsthe shop's own payment records
    • platform saysan ad platform's own report
    • estimatedoff, and labelled when on
13. // 07 — every sale

    Every sale. And the ad that earned it.

    Taken from your payments, not a browser tag. Refunds come off.

    Illustrative
    clickfall

    See

    • Overview
    • Live
    • Dashboards
    • Traffic
    • Trends
    • Funnels
    • Friction
    • Journeys

    Prove

    • Sales
    • Ads
    • Compare
    • Reconcile
    • Gap

    Act

    • Customers
    • Audiences
    • Consent

    Set up

    • Setup
    • Install
    • Health
    • Controls

    DisplayN[email protected]

    NNorthfellnorthfell.co.ukLast 7 daysLiveSearch⌘K

    Sales

    Every paid order, from the shop's own webhook. Illustrative

    #Orders from Meta adsfrom payments

    1,000

    This week, from the shop's webhook. Meta's own count: 440.

    £Revenue from Meta ads

    from payments£86,000

    ≡The latest orders, and the ad behind eachfrom payments

    1. #1042£86Meta14:03:44Meta ad · Autumn sale→/jackets/fell-shell→basket→paid
    2. #1043£86Google Ads14:21:09Google Ads→/hats→basket→paid
    3. #1044£86Meta14:40:52Meta ad · Autumn sale→/jackets→basket→paid
    4. #1038−£86Meta15:02:30Meta ad · Autumn sale→/jackets→paid→refunded

    Taken from the payment, joined to the visit that brought it. The refund comes off the total.

14. // 08 — replayPreview

    Watch the visit back. See why they left.

    Recording starts only after cookies are accepted.

    Illustrative
    clickfall

    See

    • Overview
    • Live
    • Dashboards
    • Traffic
    • Trends
    • Funnels
    • Friction
    • Journeys

    Prove

    • Sales
    • Ads
    • Compare
    • Reconcile
    • Gap

    Act

    • Customers
    • Audiences
    • Consent

    Set up

    • Setup
    • Install
    • Health
    • Controls

    DisplayN[email protected]

    NNorthfellnorthfell.co.ukLiveSearch⌘K

    Journeys

    People who said yes, followed page by page, and watchable. Every field masked. Illustrative

    • …4821Meta6 steps
    • …7310Meta4 steps
    • …5562Google Ads3 steps
    • …2207TikTok5 steps
    • …9184Meta2 steps
    • …6403Google Ads7 steps

    // replay · visit #4821 · maskedAccepted · 14:00:1202:4101:56

    northfell.co.uk/jackets/fell-shell

    NORTHFELLJacketsTrousersLayersHatsBasket

    Winter rangeBuilt for the fell, not the car park.

    • Fell Shell Jacket£86
    • Ridge Down Gilet£169
    • Crag Bib Trousers£249
    • Summit Beanie£29

    NORTHFELLJacketsTrousersLayersHatsBasket

    JacketsFell Shell Jacket£86Add to basketimg.size-guide

    Added to basket · Fell Shell Jacket

    NORTHFELLCheckoutBasket (1)

    Checkout · 1 item · £86EmailmaskedDelivery addressCardPay £86

    Rage click · img.size-guide · 6 this weekleft at /checkout

    not recorded: before cookies were acceptedpage · /page · /jackets/fell-shelladd to basketrage clickcheckoutleft
15. // 09 — send it backIn build

    Now send the sales back.

    Illustrative
    clickfall

    See

    • Overview
    • Live
    • Dashboards
    • Traffic
    • Trends
    • Funnels
    • Friction
    • Journeys

    Prove

    • Sales
    • Ads
    • Compare
    • Reconcile
    • Gap

    Act

    • Customers
    • Audiences
    • Consent

    Set up

    • Setup
    • Install
    • Health
    • Controls

    DisplayN[email protected]

    NNorthfellnorthfell.co.ukLast 7 daysLiveSearch⌘K

    Ads

    What was counted, what was sent back, and what Meta reported. Illustrative

    ⇄Meta ads · salesthis week

    • You countedfrom payments1,000
    • Said yes to adsobserved630
    • Sent to Metacounted630
    • Meta reportedplatform says440

    Only a yes is sent. The 370 from a no are counted and kept in this hub.

    ≡Order #1042 · £86 · sent backreceipts

    1. MetaPurchase200 ✓14:03:44.204
    2. Google Adspurchase200 ✓14:03:44.318
    3. TikTokCompletePayment200 ✓14:03:44.442
    4. Microsoft Adspurchase200 ✓14:03:44.590

    event ID

    evt_01J9X3K7Q2

    platform

    Meta

    HTTP

    200

    consent

    yes

    time

    14:09:12

    Server to server, with a hashed email and the ad's click id. Meta also gets its own browser id. No IP.

16. // 09 — send it backIn build

    Meta saw 440. Now it learns from 630.

    The 370 who declined stay counted, in your hub only.

    Illustrative
17. // 10 — why it matters

    More real sales in. Smarter ads out.

    Meta learns from 630 buyers, not 440, so it finds more like them.

    Meta's figure, not ours: Conversions API setups saw an average 17.8% lower cost per result (Meta for Business, 15 Apr 2026, source ↗)
    Meta · Ads Manager · optimisationIllustrative

    Meta · Ads Manager

    Optimisation · what the ads learn from

    630optimising on

    440 buyers its pixel saw190 more, sent by ClickfallA dot is 10 buyers. The 370 who declined are not here: they stay in your hub.
18. // 10 — why it matters

    And you see what every pound returns.

    Real ROAS and cost per sale for every channel, from counted sales.

    Illustrative. A mechanism, not a promise: we measure the lift on your account with a holdout test.
    clickfall

    See

    • Overview
    • Live
    • Dashboards
    • Traffic
    • Trends
    • Funnels
    • Friction
    • Journeys

    Prove

    • Sales
    • Ads
    • Compare
    • Reconcile
    • Gap

    Act

    • Customers
    • Audiences
    • Consent

    Set up

    • Setup
    • Install
    • Health
    • Controls

    DisplayN[email protected]

    NNorthfellnorthfell.co.ukLast 7 daysLiveSearch⌘K

    Ads

    Return on ad spend by channel this week: the platform's view beside the counted one. Illustrative

    £Return by channelmixed

    1. Meta adsspend £20,0001.9→4.3ROAS£45→£20a sale
    2. Google Adsspend £12,0001.6→2.1ROAS£52→£41a sale

    The platform's figure counts only the sales its own tag saw. The counted one takes every sale from your payments.

    iA mechanism, not a promise

    We measure the lift on your account with a holdout test.

19. // 11 — counted

    Every visit. Every sale, tracked.

    Illustrative

    Install ClickfallWatch your own visit
    clickfall

    See

    • Overview
    • Live
    • Dashboards
    • Traffic
    • Trends
    • Funnels
    • Friction
    • Journeys

    Prove

    • Sales
    • Ads
    • Compare
    • Reconcile
    • Gap

    Act

    • Customers
    • Audiences
    • Consent

    Set up

    • Setup
    • Install
    • Health
    • Controls

    DisplayN[email protected]

    NNorthfellnorthfell.co.ukLast 7 daysLiveSearch⌘K

    Overview

    What you just saw, on Northfell's hub. Illustrative

    1. Counts on your own domainLive
    2. Every visit, with its channelLive
    3. Every cookie answer, recordedPreview
    4. Real vs estimated, labelledPreview
    5. Replay from accepted cookiesPreview
    6. Sales sent back to four ad platforms, with receiptsIn build
    7. Every call, matched to the clickIn build→

Counted for stats only. Nothing identifies you. Opt out · Choices