elinking-111 Ads Tracking
Audit or design the tracking stack before optimization recommendations. If tracking is not trustworthy, downgrade all budget, bidding, and creative conclusions to provisional.
Workflow
- Map the funnel: impression/click, landing page, signup/lead, checkout, purchase, renewal, refund, offline sale.
- Identify primary optimization events:
- E-commerce: purchase with value and currency.
- SaaS: qualified trial, subscription, payment succeeded, pipeline stage, or revenue.
- Lead gen: qualified lead or booked appointment, not only form submit.
- App: install plus post-install value events through MMP/SKAN/AdAttributionKit.
- Inventory tags and destinations:
- Google Ads, GA4, GTM/server GTM, Meta Pixel/CAPI, TikTok Pixel/Events API, LinkedIn Insight Tag, Microsoft UET, MMP, CRM/offline imports.
- Check event quality:
- Trigger moment is correct.
- Value and currency are dynamic.
- Deduplication ids are present for browser + server events.
- UTMs and click ids are preserved through checkout.
- Consent Mode V2 and privacy requirements are implemented where needed.
- Validate with evidence: tag debugger screenshots, network requests, platform diagnostics, event logs, CRM samples, and purchase records.
- Produce a tracking risk register and implementation checklist.
Hard Gates
- Do not optimize toward registrations if the business target is paid subscription or revenue.
- Do not treat checkout-start, button-click, or lead submit as purchase unless explicitly intended.
- Do not compare platform ROAS to backend revenue without reconciling attribution window, refund, currency, and tax/shipping handling.
- Do not recommend Target ROAS or value-based bidding until conversion value quality is verified.
QA Checklist
| Area | Checks |
|---|---|
| Event taxonomy | Names, trigger timing, primary/secondary status, dedupe strategy |
| Value | Dynamic amount, currency, refunds, subscriptions, promo pricing |
| Click identity | gclid, gbraid, wbraid, fbclid, ttclid, li_fat_id, msclkid |
| Consent | Consent Mode V2, CMP mapping, regional behavior |
| Server-side | CAPI/Events API/UET/offline conversion matching and dedupe |
| Attribution | Windows, model, MMP/SKAN postbacks, reporting lag |
| QA evidence | Test conversions, platform diagnostics, raw logs |
Output
Return:
- Tracking Health: Green / Yellow / Red.
- Primary risks and revenue impact.
- Event map.
- Platform-specific fixes.
- Validation steps for engineering and media buyers.