What Is Conversion Tracking?
Conversion tracking is how an advertising platform or analytics tool records that a visitor took the action you counted as a result, such as a form, a call, a booking or a purchase.
Everything after it depends on it. If conversion tracking is wrong, every decision made on top of it is wrong, and the platform will confidently optimise toward the wrong thing.
So verify it. Do not assume it. Fire a test conversion and confirm three things: that it arrives at all, that it arrives at the right value, and that it arrives exactly once. A setup can fail any one of those and still look fine on a dashboard.
We have inherited more broken tracking setups than working ones. It is the single most common reason an ad account underperforms for months without anyone noticing. If a campaign looks like it is struggling, check the tracking before you change the ads, because the fix is often there and nowhere else.
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