Fix your tracking before you buy ads

Ad platforms optimize for whatever you tell them to. If tracking counts the wrong things, or nothing at all, the algorithm learns from bad data and your reports show numbers you can’t trust. That’s why tracking is the first thing we fix.

What should you measure?

A conversion is an action that’s worth something to your business: a purchase, a contact form, a call or a quote request. Decide which ones really matter, and keep them apart from softer signals like a newsletter signup or a pricing page view.

The checklist

• Every key conversion is defined and tested with a real form or purchase.
• Each conversion counts once. A reloaded thank-you page or a duplicate tag doesn’t double it.
• Only business-critical conversions are set as primary goals in your ad platforms.
• Cookie consent is set up so tracking works within the law.
• Analytics and ad accounts are linked, and online orders pass their value correctly.
• Tracking changes happen in one place, such as Google Tag Manager.

How to spot broken tracking

Typical signs: more conversions than sales or inquiries, a sudden drop with no change in your ads, or tools showing wildly different numbers. Small gaps between tools are normal. Big ones aren’t.

Tracking isn’t glamorous work, but it decides whether you can run your ads by the numbers. In a Growth Map, it’s the first thing we check.