03 · Tracking & measurement
Know which conversions to trust
A fixed-scope, read-only test of one customer journey that shows which conversions you can trust, because every budget and build decision after it rests on those numbers.
Are our conversions being tracked correctly? If nobody can answer with a test record, the platforms are reporting whatever reaches them, and budget is moving on it. A marketing tracking audit checks whether the actions your business cares about are defined, captured once, and sent to the right places. The standard scope covers one primary domain, one customer journey, up to five agreed events, and the relevant analytics, advertising, tag-management, and outcome systems. It is read-only unless the written scope says otherwise, and it ends in a written answer on what works, what does not, and what to build next.
Paid, fixed scope
Purchase event / what we test
The event is not finished when a tag fires.
Field
- transaction_id
- must be present
- value
- must match the recorded order
- currency
- must be present
- product / booking
- must remain attached
- location
- must remain attached when applicable
Destination
- GA4
- must receive the event once when in scope
- Google Ads
- must receive the event once when in scope
- Meta
- must receive the event once when in scope
- TikTok / LinkedIn / Reddit / TTD
- must receive the event once when in scope
- business record
- provides the test control
Example acceptance criteria. No client data or live result is shown.
Why buyers call
Conversions are missing, counted twice, or carrying the wrong value, and a budget decision is waiting on them. Nobody can show a test that proves which numbers are right.
What gets done
Inside the scope
- 01
Map the agreed journey and every system that touches it, so each defect has an owner
- 02
Inspect event definitions, tags, triggers, consent behavior, values, identifiers, and account ownership
- 03
Run controlled tests through browser and platform diagnostics, so every finding is observed rather than assumed
- 04
Separate confirmed defects from items that need more access or a business decision
How it is proved
Verification standard
Each agreed event is tested where it happens, inside the tag or analytics tooling, and at every in-scope destination. A platform badge by itself is not completion evidence; a recorded test is.
What you receive
The handoff
- Account and ownership map
- Event coverage matrix
- Written findings in priority order
- Fixed-scope build recommendation
Result
A written answer on what works, what does not, and what to build next, before anyone authorizes a larger build.
Questions that come up
What does the standard audit cover?
One primary domain, one customer journey, up to five agreed events, and at most one relevant GTM web container, GA4 property, Google Ads account, Meta dataset, and outcome system. Only the platforms relevant to the journey are included.
How long does it take?
The standard audit is delivered within ten business days after access is complete and the event list is agreed. Missing access pauses the clock, because an account nobody can inspect cannot be cleared.
Will anything be changed during the audit?
No, unless the written scope separately authorizes changes. The default is read-only inspection, testing, and documentation.
Why pay for an audit instead of going straight to the fix?
Because a fix built on a guess can repair the wrong thing and leave the real defect running. The audit tests the journey first, so the build that follows is scoped to confirmed defects, and the written findings are yours either way.
Start the tracking audit
The first paid step checks the journey and defines the smallest useful build.
Send the domain, the customer journey, and the platforms that should receive it. The tracking audit shows what is working, what is missing or duplicated, and the exact build recommended next.
Start the tracking auditPaid, fixed scope · Within ten business days after complete access