Five mistakes teams make with conversion tracking

Every audit we run turns up some version of this. These are the ones we run into repeatedly when we audit conversion tracking.

Data you do not trust is worse than no data, because it gets quoted anyway. Budget a little time for it every quarter and it never becomes a project of its own.

What to watch for

• Treating it as a launch task rather than an ongoing one
• Assuming someone else already owns it
• If you cannot measure it, you cannot improve it
• Track the actions that map to revenue
• Never checking whether the fix actually worked

Test that the tracking fires before relying on it. Getting it slightly wrong is survivable. Ignoring it entirely is not. It is the sort of thing that looks like polish right up until it costs you an enquiry.

What to do next

What this looks like day to day

More dashboards rarely produce more decisions. Three things worth confirming about conversion tracking before you move on:

• Someone can say what the current setup is without going to look
• If you cannot measure it, you cannot improve it — and you know whether that is true here
• There is a way to tell whether the last change to this helped

Worth checking on your own setup before it becomes someone else's problem to fix.