# Ads Tracking

> Paid advertising tracking, attribution, and conversion measurement setup or QA for web and server-side campaigns. Use when the user mentions tracking setup, pixel audit, GTM, GA4, Google Ads conversions, Meta Pixel/CAPI, TikTok Pixel/Events API, LinkedIn Insight Tag, Microsoft UET, Consent Mode V2, offline conversions, enhanced conversions, server-side tagging, attribution windows, UTMs, or says ads data cannot be trusted.

- Skill: `elinking-111/ads-tracking` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add elinking-111/ads-tracking`
- Raw SKILL.md: https://api.skillmd.com/api/skills/elinking-111/ads-tracking/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: elinking-111 (https://skillmd.com/u/elinking-111)
- Updated: 2026-09-21
- Page: https://skillmd.com/skills/elinking-111/ads-tracking

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# 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

1. Map the funnel: impression/click, landing page, signup/lead, checkout, purchase, renewal, refund, offline sale.
2. 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.
3. 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.
4. 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.
5. Validate with evidence: tag debugger screenshots, network requests, platform diagnostics, event logs, CRM samples, and purchase records.
6. 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.