Is your ad tracking lying to you?

Ad platforms optimize for whatever you tell them is a conversion. If the signal is wrong, every dollar after it is wrong too. Tick each check you can confirm is true.

1. 01Primary conversions are real business outcomes.Booked calls, qualified leads or purchases. Not page views or button clicks.
2. 02Nothing is counted twice.One action per real event, on every platform.
3. 03Leads count once, purchases count every time.Check the counting setting on each conversion action.
4. 04Spam isn't counted as a lead.Bot form fills are filtered before they become conversions.
5. 05Google enhanced conversions are on.It recovers conversions that cookies miss.
6. 06Meta's Conversions API is live.And deduplicated with your pixel, so nothing doubles.
7. 07UTMs are consistent everywhere.Same naming on every ad, on every platform.
8. 08Values flow through.Purchase values for ecommerce, or a value per lead type for lead gen.
9. 09Good leads get reported back.Platforms learn who actually buys, not just who fills a form.
10. 10Platforms and analytics roughly agree.If they're far apart, find out why before trusting either.