What we keep finding in tracking audits

Across the discovery audits we run for new accounts, a small number of tracking gaps recur often enough to be worth naming plainly, without attaching specific client names or figures to them.

The most common is duplicate conversion counting between a platform's own pixel and a separate analytics implementation, usually introduced when two different teams or agencies set up tracking at different times without checking against each other. This inflates reported conversions and can make an underperforming channel look adequate.

The second is a mismatch between what a business actually counts as a qualified conversion internally (a booked call, a completed application) and what the ad platform counts as a conversion event (a form submission, regardless of whether it was ever followed up). Optimising a campaign against the platform's definition when the business cares about a stricter downstream definition routinely produces campaigns that look successful and aren't.

The fix in both cases is the same: an audit that starts from the platform's raw event data rather than the dashboard summary, cross-checked against what the business itself defines as a result worth paying for.