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The Tracking & Attribution Checklist

Twelve checks across six categories to make sure the numbers you're making decisions on are actually true — before you trust another ad platform dashboard.

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The 6-category audit

1

Conversion Events

  • Every meaningful action is tracked as its own event — form submits, calls, bookings, purchases — not just page views.
  • Thank-you and confirmation pages fire a single, deduplicated conversion, not one on every page reload.
2

Platform Tags

  • Meta Pixel, Google Ads tag, and GA4 are all installed and verified firing on the right pages.
  • Conversion value and currency are passed on every event, not just the event name.
3

UTM Discipline

  • Every paid campaign, email, and social post uses consistent UTM source, medium, and campaign parameters.
  • A shared naming convention is documented so campaigns don't fragment your data over time.
4

Server-Side Backup

  • Conversions API (Meta) or server-side GA4 tagging is in place as a backup to browser pixels.
  • You're not relying on browser cookies alone to capture iOS 14.5+ traffic.
5

Attribution Window

  • Your platform attribution windows (click and view) match your actual sales cycle length.
  • You're not crediting the same conversion to two different channels at once.
6

Data Accuracy

  • Platform-reported conversions are reconciled against your CRM or actual revenue every month.
  • Lead counts in your ad platforms match what your sales team is actually working.
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