Nine out of ten accounts we audit have broken conversion tracking. Every decision made on top of it inherits the error.
Before we spend a client's budget we audit their tracking. We have not yet found an account with nothing wrong.
The usual suspects
Duplicate conversions from a thank-you page that reloads. Goals firing on a button click rather than a completed transaction. Consent banners silently blocking the tag on a third of sessions. Cross-domain tracking that has quietly broken since a checkout migration.
Why it compounds
Broken tracking does not just give you a wrong number. It teaches your bidding algorithms the wrong lesson, and they optimise towards it enthusiastically for months.
What good looks like
One conversion definition, agreed with finance, that reconciles to the order table within two percent. If it does not reconcile, fix that before buying another click.
This is a two-week job in most accounts. It is almost always the highest-return two weeks available.
