Bad data is more dangerous than no data, because people act on it. Before we change a single bid, we check that the numbers are telling the truth. These are the problems we find most often.
The usual suspects
- Conversions firing twice because the same event is set up in both the site code and a tag manager.
- Thank-you pages counted on refresh, so one lead turns into three.
- Missing cross-domain tracking between the website and a checkout or booking tool, which hands credit to the wrong channel.
- UTM parameters dropped by redirects, turning paid traffic into “direct”.
- Consent mode set up incorrectly, so conversions vanish for visitors who decline cookies instead of being modelled.
- Offline sales never imported, so campaigns optimise for form fills that don't close.
How to check your own setup
Pick one conversion and follow it end to end. Submit a test lead, then confirm it appears exactly once in your analytics, your ad platform and your CRM, attributed to the right source. If any of the three disagree, you have a bug.
We don't report on a number until we've been able to reproduce it by hand.
A tracking audit usually takes a week. It's the first deliverable in every engagement because every decision after it depends on it.
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