Foxy AI's tracked purchases didn't match its real ones. After a rebuild, the client called it spot-on.

The counts didn't agree

Foxy AI lets people upload a few photos to build a personal AI model, then generate posts, Reels and Shorts of themselves. It is a custom web app with its own checkout.

In March 2025 Sam Emara asked Shahzada, now Crisper's founder, to audit the setup their developer had built. A pixel and some server events were already firing.

After the audit call, Sam compared a week of real purchases and sign-ups with what the tracking had recorded. Browser events counted more purchases and sign-ups than were made. Server events counted far fewer.

A new checkout and an event plan

The plan was Google Tag Manager web and server containers on a subdomain of Foxy AI's site, sending GA4 and the Meta Conversions API, with browser and server events deduplicated and customer details added for matching.

Foxy AI's new checkout went live on 3 April 2025. Shahzada had written their developers a document of the data-layer events to add. Sam proposed an event for each checkout step: reaching the checkout, starting to fill it in, adding card details, and completing the purchase.

Meta ads were paused while the change went in. Sam turned them back on on 11 April.

Checked against real sales

In mid-April Sam checked GA4's purchases against Foxy AI's actual purchases, day by day. They came close each day but were not exact, and once GA4 showed a purchase that had not happened.

Foxy AI kept coming back. In mid-2025 Shahzada set up affiliate tracking for impact.com. Sam later asked for TikTok tracking and a check of a new PayPal checkout, and in 2026 Shahzada was still doing smaller jobs for the team.