Signs it is time to revisit conversion tracking

Most teams know this matters. Fewer have decided who owns it. A few signals that conversion tracking is due some attention.

Data you do not trust is worse than no data, because it gets quoted anyway. It is the sort of thing that looks like polish right up until it costs you an enquiry.

The signals

• Nobody can say when it was last reviewed
• The answer depends on who you ask
• If you cannot measure it, you cannot improve it
• Track the actions that map to revenue

What good looks like

Test that the tracking fires before relying on it. There is a version of this that is over-engineered, and it is worth avoiding. Doing this properly once is usually cheaper than doing it approximately three times.

How to tell if yours is fine

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

Pick the one that would hurt most if it failed, and start there.