Tracking that survives ad blockers, retries and duplicate webhooks.
A campaign is only as good as the events that come back from it. Most of the work is making those events arrive once, with the right identifiers.
Send the page view and the contact click from the browser, and send the lead and booking from the server. Give each event one ID in both places so the platform can match them and not count the same action twice.
Proxy the analytics script through the site’s own origin. It is simpler to host, and it keeps requests on a domain the visitor already trusts.
Page views are best effort. Leads and bookings are the conversions the business is paid on, so those get durable retries when delivery to the ad platform fails.
Booking confirmations can arrive more than once. Verify the signature, store the booking once, and return success on a repeat so the sender stops retrying.
A test that clicks through the real page and then checks that the lead is stored, the booking is stored once, and the platform accepted both events is worth more than any dashboard screenshot. It also shows plainly what the test does not prove, such as the platform’s own attribution.