The Conversion Tracking Audit Checklist I Run on Every New Account

A large share of the accounts I audit have some form of broken or inflated conversion tracking — duplicate conversions, form-load events firing as submissions, or offline sales never making it back into the platform at all.

The checklist starts simple: does the reported conversion count match what the business actually recorded in its CRM or sales log for the same period? If not, everything downstream — bidding, budget allocation, campaign structure decisions — is being built on bad data.

From there it moves through event architecture in GA4, deduplication across platforms, and whether offline or sales-assisted conversions are being imported at all. Fixing this before optimizing spend is, in my experience, the single highest-leverage first step in almost any engagement.