why distributors are prone to this
Smart Bidding learns from the conversions your website reports. When two Google Ads tags count the same order, or a tag from an old account is still counting next to the current one, Google sees more conversions than you had and raises your bids to buy more of them. You pay that premium on every auction until someone looks.
Distributors and suppliers are set up for this to go unnoticed. Most of the revenue closes by phone, at a branch or on a trade account, so the website is a small slice that nobody audits. The agency that installed the tags has often moved on. And the conversion that matters is frequently a quote request rather than a checkout, which is easy to count twice and hard to check against anything.
Start with the free scanner. It reads your public site in 2 to 3 minutes, no login, and lists every Google Ads, GA4 and Meta ID it finds, so you can check each one yourself in view-source.
what a scan of 17 supplier sites found
October 2026, run from the outside, no access
I ran the scanner on 20 distributor and supplier sites across industrial and safety supply, dental, veterinary, uniforms and replacement parts. The scan completed on 17, and none of them were on Shopify.
- 10 of 17 had at least one confirmed tracking defect.
- 5 of 17 loaded more than one Google Ads ID on the same site, the pattern that double-counts or misfiles conversions.
- 3 of 17 still loaded a Universal Analytics tag. Google switched UA off in July 2023, so those tags have collected nothing for three years.
Confirmed means the IDs are in the page source where anyone can see them. Whether a given duplicate is costing money depends on whether you spend on that platform, which is the first thing the audit settles.
what it checks, and what it doesn't
it checks
Every conversion your site reports to Google Ads, GA4 and Meta, traced and matched against your own records of web orders and quote requests. The overcount or undercount gets named exactly, tag by tag.
it doesn't check
Branch, phone or trade-account revenue. For a business that sells through three channels, website revenue is not company revenue, so you won't get a percent-of-revenue estimate that pretends otherwise.
what you hand over
View-only access to Google Ads, GA4 and Tag Manager, plus an export of recent web orders or quote requests. No admin account and no code changes to start.
a supplier I've worked with
Duffy Supply Company, fire and rescue equipment (now Howell Rescue Supply)
First hired in 2019 for conversion rate optimization, then brought back in 2020 to stand up a new WooCommerce site integrated with Google Ads on a tight timeline. A repeat client.
"ecomloop does exceptional work and was a big part of our success. We will be using him for more projects in the future."
three ways in
Each step sees further in, depending on what access you give. Full details are on the audit page.
the Scan Read
$250 3 business days
No access at all.
Every defect on your public site, ranked by likely exposure and named by ad platform.
start herethe Ad Spend Check
$750 5 business days
Read-only on your ad accounts and GA4.
Which of those tags are actually spending money, read from the accounts rather than guessed from outside.
start herethe Tracking & Profit Audit
$1,750 10 business days from the day access lands
The above, plus an export of web orders or quote requests.
The only one that compares what your tracking reported to what actually came in.
start the auditWhatever you paid comes off the next tier up, if you move within 60 days.