A conversion tracking audit checks that the sales and leads from your ads are counted once, and counted correctly, in tools like Google Ads, Google Analytics, and Meta. It finds sales that are missing, counted twice, or credited to the wrong place. At the end you get a clear list of what to fix, in order of importance.
Why a conversion tracking audit matters
When you optimize for sales or leads, your ad platforms decide who to show your ads to partly based on the results they see. If that information is wrong, they make worse decisions with your money. You also can’t tell which ads are really working.
What a conversion tracking audit checks
- What you count. Do all your tools agree on what a “sale” or “lead” is?
- The tracking on your website. Does it record each sale once, on the right page, with the right value?
- Extra tracking from your server. Is it set up, and is it double counting?
- Where visitors came from. Does that information survive through forms, checkout, and payment pages?
- Cookie banners. Do they respect your visitors’ choice without breaking more tracking than they need to?
- Your real numbers. How do the ad platforms’ numbers compare with your actual orders or CRM?
What you should get at the end
- A list of problems, each with proof (a screenshot or a real example).
- How serious each one is.
- A fix list in order, showing which fixes are simple settings and which need a developer.
- A plain summary of how far each tool is from your real numbers, and why.
A list of general tips is not an audit. Every point should be about your own setup.
When you need one
- Your tools all show different numbers and nobody can explain why. (See Google Ads vs Google Analytics: why the numbers don’t match.)
- You recently changed your website, checkout, CRM, or cookie banner.
- Your ads got worse and you can’t see a reason.
- You’re about to spend more on ads and want to trust the numbers first.
- You took over an ad account and don’t know what’s been set up.
Google’s own Analytics Help Center is a good place to learn the basics of how tracking is set up.
FAQ
Is this the same as an ads account audit?
No. A tracking audit checks if your numbers are right. An ads audit checks how your campaigns are run. Fix the numbers first, because your bidding and your decisions depend on them.
Does the audit include fixing things?
That depends on the engagement. The audit tells you what to fix. The fixing can be done by your team or scoped separately.
Which tools does it cover?
Usually Google Ads, Google Analytics, Google Tag Manager, and Meta, plus your CRM or order system as the source of truth.
What access is needed?
Access to your ad accounts, Google Analytics, and Tag Manager, and ideally a way to see your real orders or leads.
See what’s included and how it works on the conversion tracking audit page.
Is your website losing the leads your ads pay for?
Free scan of one page, or the $49 Lead Leak Report for up to three.
