Conversion Tracking Checklist: Audit Your Measurement Setup
A conversion-tracking audit should test the entire path from marketing interaction to reported outcome, not just confirm that a tag exists on the page.
Define the source of truth
Decide which system represents the business event itself—often the ecommerce platform, CRM, payment system, or backend.
List every conversion event
Document the event name, trigger, value, currency, timestamp, and whether it is primary or secondary.
Check identifiers
Verify UTMs, click IDs, first-party identifiers, lead IDs, and other keys survive the journey where expected.
Test deduplication
Make sure browser and server events do not create duplicate conversions when both are used.
Compare attribution settings
Record lookback windows, models, timezones, and conversion-status rules across systems.
Run controlled tests
Create a small number of test journeys and follow them across the stack before diagnosing aggregate discrepancies.