Broken tracking rarely shows up as an error message. It shows up as numbers that don't quite add up, decisions that don't quite work, and a slow erosion of trust in your reports. Here are the signs worth acting on.
The clearest warning signs
If you recognise several of these, your setup deserves a review:
- Ad platforms report more conversions than you actually sold
- GA4 and ad platforms never reconcile
- Cost per conversion spikes with no strategy change
- A pixel was switched on months ago and never verified
- Multiple platforms claim credit for the same conversion
- Your CRM disagrees with platform reports
- Conversion values look wrong or inconsistent
- Numbers shifted after a site or consent-banner change
- No one can confidently say which report is correct
- You've stopped fully trusting your own dashboards
Why these matter
Each symptom points to a specific class of problem, duplication, missing events, misfiring tags, attribution overlap, or CRM misalignment. The danger isn't any single symptom; it's making budget decisions on data you can't trust.
What to do next
The fastest way to move from suspicion to certainty is a Measurement Health Audit. It traces each conversion end to end and tells you exactly which of these symptoms you have, and what's causing them.
Related reading: our services and the Measurement Health Audit.
Think this might be happening in your account?
A Measurement Health Audit traces every conversion end to end and tells you exactly what's duplicated, missing, misfiring, or misaligned.