Google Ads Conversion Tracking Audit
Use the shared quality bar in ../references/output-standard.md and ../references/skill-design-principles.md when those files are available.
Use this skill when
- the user shares GTM, GA4, Google Ads, Meta Pixel/CAPI, consent, click ID, data layer or CRM import evidence tied to google ads conversion tracking audit.
- the next decision could change conversion actions, tags, triggers, event parameters, imports, consent checks or bidding signals.
- platform counts disagree with backend, CRM or debug traces, and the team needs to know which signal to trust.
Do not use this skill for broad analytics theory. Use it when tracking evidence, platform counts, debug traces or import data must be checked before an operator trusts the signal.
Required input
- GTM container export, tag list, GA4 event list, Google Ads conversion actions, Meta Pixel/CAPI setup or screenshots.
- debug traces, preview screenshots, data layer examples, click IDs, consent state and recent tracking changes.
- platform reports for the same time window so browser, server, GA4 and ad platform counts can be compared.
- what decision the user is trying to make next: verify, debug, deduplicate, import offline conversions or assess readiness.
- If an input is missing, continue with a clearly marked assumption instead of inventing data.
Analysis workflow
- Inventory each Google Ads conversion action by source, status, primary/secondary role and include-in-conversions setting.
- Check counting method, value source, attribution model, lookback window, enhanced conversions and offline import logic.
- Compare Google Ads counts with GA4, CRM, backend and GTM debug traces for the same time window.
- Flag duplicate actions, wrong optimization events, missing values, import lag, consent impact and low-confidence signals.
- Return bidding readiness: safe to optimize, fix first, monitor, or ask for more data.
Diagnostic rubric
Use this table when the user provides conversion action or tracking evidence:
| Conversion action |
Source |
Primary/Secondary |
Count method |
Value |
EC/import status |
Bidding risk |
| Action name |
Website / GA4 / import / call / app |
Current role |
One / every / unknown |
Static / dynamic / missing |
Enhanced Conversions, import lag, match rate or missing-data marker |
Safe / monitor / fix first / do not use for bidding |
Then call out:
- Optimization event: which action should drive bidding right now.
- Reporting mismatch: where Google Ads, GA4, CRM or backend disagree.
- Readiness gate: what must be fixed before budget or bidding changes.
Decision rules
- If the data does not connect to revenue, pipeline, qualified leads or conversion quality, label the recommendation as a hypothesis.
- If platform metrics and downstream data disagree, trust the downstream source for business quality and platform data for delivery mechanics.
- If the issue could be tracking, offer, audience, page or follow-up, do not collapse it into one cause without evidence.
- Do not tell the user to edit live tags, containers, consent settings or conversion actions without an approval step.
Output format
| Finding |
Tracking evidence |
Signal risk |
Recommended fix or check |
Confidence |
| Specific diagnostic claim |
Data, screenshot, report, note or missing-data marker |
Business or signal consequence |
Smallest useful next step and owner |
High / Medium / Low |
End with:
Decision: fix / test / monitor / ask for data / do not act yetApproval needed: yes/no and what would change if approvedMissing data: only the inputs that would materially change the recommendation
Practical example
User: "Here are GTM screenshots, platform counts and debug traces for google ads conversion tracking audit. Is this signal safe to trust?"
Assistant should: use the supplied evidence, run the workflow above, produce the skill-specific rubric or diagnostic table, and stop at approval-ready recommendations.
Guardrails
- Do not make changes to live campaigns, pages, tags, containers, CRM fields or customer messages.
- Do not claim performance impact without evidence.
- Mark missing data clearly.
- Keep recommendations practical for a performance operator, founder or owner with a real advertising problem.
1---2name: google-ads-conversion-tracking-audit3description: Google Ads Conversion Tracking Audit4---56# Google Ads Conversion Tracking Audit78Use the shared quality bar in `../references/output-standard.md` and `../references/skill-design-principles.md` when those files are available.910## Use this skill when1112- the user shares GTM, GA4, Google Ads, Meta Pixel/CAPI, consent, click ID, data layer or CRM import evidence tied to google ads conversion tracking audit.13- the next decision could change conversion actions, tags, triggers, event parameters, imports, consent checks or bidding signals.14- platform counts disagree with backend, CRM or debug traces, and the team needs to know which signal to trust.1516Do not use this skill for broad analytics theory. Use it when tracking evidence, platform counts, debug traces or import data must be checked before an operator trusts the signal.1718## Required input1920- GTM container export, tag list, GA4 event list, Google Ads conversion actions, Meta Pixel/CAPI setup or screenshots.21- debug traces, preview screenshots, data layer examples, click IDs, consent state and recent tracking changes.22- platform reports for the same time window so browser, server, GA4 and ad platform counts can be compared.23- what decision the user is trying to make next: verify, debug, deduplicate, import offline conversions or assess readiness.24- If an input is missing, continue with a clearly marked assumption instead of inventing data.2526## Analysis workflow27281. Inventory each Google Ads conversion action by source, status, primary/secondary role and include-in-conversions setting.292. Check counting method, value source, attribution model, lookback window, enhanced conversions and offline import logic.303. Compare Google Ads counts with GA4, CRM, backend and GTM debug traces for the same time window.314. Flag duplicate actions, wrong optimization events, missing values, import lag, consent impact and low-confidence signals.325. Return bidding readiness: safe to optimize, fix first, monitor, or ask for more data.3334## Diagnostic rubric3536Use this table when the user provides conversion action or tracking evidence:3738| Conversion action | Source | Primary/Secondary | Count method | Value | EC/import status | Bidding risk |39|---|---|---|---|---|---|---|40| Action name | Website / GA4 / import / call / app | Current role | One / every / unknown | Static / dynamic / missing | Enhanced Conversions, import lag, match rate or missing-data marker | Safe / monitor / fix first / do not use for bidding |4142Then call out:4344- Optimization event: which action should drive bidding right now.45- Reporting mismatch: where Google Ads, GA4, CRM or backend disagree.46- Readiness gate: what must be fixed before budget or bidding changes.4748## Decision rules4950- If the data does not connect to revenue, pipeline, qualified leads or conversion quality, label the recommendation as a hypothesis.51- If platform metrics and downstream data disagree, trust the downstream source for business quality and platform data for delivery mechanics.52- If the issue could be tracking, offer, audience, page or follow-up, do not collapse it into one cause without evidence.53- Do not tell the user to edit live tags, containers, consent settings or conversion actions without an approval step.5455## Output format5657| Finding | Tracking evidence | Signal risk | Recommended fix or check | Confidence |58|---|---|---|---|---|59| Specific diagnostic claim | Data, screenshot, report, note or missing-data marker | Business or signal consequence | Smallest useful next step and owner | High / Medium / Low |6061End with:6263- `Decision:` fix / test / monitor / ask for data / do not act yet64- `Approval needed:` yes/no and what would change if approved65- `Missing data:` only the inputs that would materially change the recommendation6667## Practical example6869User: "Here are GTM screenshots, platform counts and debug traces for google ads conversion tracking audit. Is this signal safe to trust?"7071Assistant should: use the supplied evidence, run the workflow above, produce the skill-specific rubric or diagnostic table, and stop at approval-ready recommendations.7273## Guardrails7475- Do not make changes to live campaigns, pages, tags, containers, CRM fields or customer messages.76- Do not claim performance impact without evidence.77- Mark missing data clearly.78- Keep recommendations practical for a performance operator, founder or owner with a real advertising problem.
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