Growth · Paid-media governance · 05
Conversion tracking integrity
Conversion tracking integrity makes sure that what the advertising platforms count as a conversion is an inquiry the business would recognize: forms that reach the inbox, calls that connect, bookings that occur, and the handoff into the CRM, with duplicates, spam and test submissions excluded and every conversion traceable to its source. It is needed when platform conversion counts exceed the inquiries the business receives, when automated bidding optimizes toward conversions that are not inquiries, when call tracking or form tracking has silently broken, or when reporting to leadership must be defensible. The work produces an audit of every conversion action, the fixes to tracking, the reconciliation between platform counts and real inquiries, and the monitoring that detects breakage.
Scope
What the review covers.
- Inventory of conversion actions across platforms
- Verification of each against real inquiries: forms, calls, bookings, chats
- Duplicate, spam and test exclusion
- CRM handoff and source attribution
- Reconciliation between platform counts and received inquiries
- Monitoring for tracking failures
Deliverables
What you receive.
| Deliverable | Form |
|---|---|
| Conversion audit | Every action, verified or corrected |
| Tracking fixes | Implemented and tested |
| Reconciliation report | Platform counts against real inquiries, monthly |
| Monitoring | Alerts on tracking breakage |
Prerequisites
What we need from you.
- Access to advertising platforms, the site, call tracking and the CRM
- The inquiry records the business keeps
- Agreement on the qualified inquiry definition
Related
Where this sits.
By David Selakovic · Published 2026-10-16 · Revised 2026-10-16 · Reviewed every 180 days
Questions
Asked before engaging.
Why do platform counts exceed real inquiries?
Duplicates, spam, test submissions, button clicks counted as conversions and tracking fired more than once. The audit finds which.
Does this change bidding?
Yes. Once the platform optimizes toward real inquiries, spend follows the right outcome. See Budget and bid governance.
How does this relate to attribution?
Integrity ensures conversions are real; attribution ensures they are credited to the right source. See Attribution and call tracking under Measurement and evidence.