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Matau

Is your ad tracking lying to you?

Twelve questions, two minutes. You get a score out of 24 and a list of what to fix. Your answers stay in your browser unless you ask for them by email.

  1. Did your ad platforms report roughly the same number of sales or leads as your shop or CRM last month, within about 10%?
  2. Does GA4 show roughly the same number of purchases or leads as your shop or CRM?
  3. Is each conversion counted once in Google Ads, rather than both through a GA4 import and a Google Ads tag?
  4. If you have visitors in the EEA or UK: does your cookie banner make rejecting as easy as accepting, and pass the choice to Google Consent Mode v2?
  5. Is Enhanced Conversions switched on in Google Ads?
  6. Do you run Meta's Conversions API next to the Meta Pixel, with the same event ID on both so Meta can remove duplicates?
  7. Do your conversions carry the order value and currency?
  8. Are test orders, your own visits and refunds kept out of what the platforms see?
  9. Do ad clicks keep their tracking parameters (gclid, fbclid or UTM tags) through redirects and consent pages?
  10. Can you see in your CRM which campaign brought each lead or customer?
  11. Has anyone tested the tracking since your last website, checkout or theme change?
  12. Is your target cost per lead or return on ad spend written down and agreed?