Conversion Tracking Audit- A 15 Point Checklist

Conversion Tracking Audit- A 15 Point Checklist

Do you actually know which campaigns are driving sales?

If you hesitated, you’re in good company. Research shows that over 60% of businesses struggle to attribute conversions to specific marketing channels accurately. Conversion tracking isn’t a technical luxury reserved for enterprise brands. It’s the foundation that separates profitable marketing from expensive guesswork. This 15 point checklist will help you audit your setup and ensure every marketing pound delivers measurable results.

Why Your Conversion Tracking Deserves Attention Right Now

Let’s be honest; most business owners would rather focus on creative campaigns than tracking codes. But here’s why this matters more than ever.

Conversion tracking reveals the complete story behind your numbers. It shows which keywords attract buyers (not just browsers), which landing pages turn visitors into customers, and which campaigns deserve budget increases versus those quietly draining resources.

With privacy regulations tightening and browser updates limiting traditional tracking methods, having a robust system is essential. The businesses thriving in 2025 are those making informed, data backed decisions whilst competitors rely on hunches.

Your 15-Point Conversion Tracking Audit Checklist

Foundation Tracking (Points 1-3)

1. Google Analytics 4 is Properly Installed

Universal Analytics shut down in July 2023. If you haven’t fully migrated to GA4, you’re operating with incomplete data. Verify the GA4 tag fires on every page and test that events are recording correctly. Check both desktop and mobile versions.

2. Conversion Goals Align With Business Objectives

Not all metrics matter equally. Define what moves your business forward: completed purchases, qualified leads, demo bookings, or high value content downloads. Avoid vanity metrics like page views that don’t correlate with revenue.

3. Google Tag Manager is Your Control Centre

GTM centralises all your tracking codes, making updates simpler and reducing the risk of broken tracking. Confirm it’s installed correctly, then use Preview mode to test tags before publishing. This single step prevents most tracking disasters.

E-commerce & Lead Tracking (Points 4-6)

4. E-commerce Tracking Captures Complete Data

Online retailers need transaction IDs, revenue figures, product details, and quantities flowing into analytics. This data powers critical decisions about inventory, pricing, and product promotion. Test a purchase through your checkout to verify accuracy.

5. Every Form Submission is Tracked

Contact forms, quote requests, newsletter signups: each represents a potential customer. Configure conversion events for every form and test them monthly. Forms break more often than you’d think, especially after website updates.

6. Phone Calls Are Attributed to Campaigns

Many UK businesses, particularly in service industries, still convert primarily via phone. Implement call tracking with dynamic number insertion to connect enquiries to specific marketing sources. Without this, you’re missing half the picture.

Platform Integration (Points 7-9)

7. Google Ads Links to Your Conversions

Import GA4 conversions into Google Ads or use Google Ads conversion tags directly. This connection enables Smart Bidding to optimise toward actions that matter. Without it, campaigns optimise for clicks instead of customers.

8. Meta Pixel Tracks Key Actions

Whether you’re running Facebook or Instagram ads, the Meta Pixel (formerly Facebook Pixel) should monitor page views, add-to-carts, purchases, and leads. Install the Pixel Helper browser extension to verify it’s working across your site.

9. Cross-Domain Tracking Maintains Attribution

Do customers move between your main site and a separate checkout or booking system? Configure cross-domain tracking to follow the complete journey. This is particularly important if you use third-party payment processors like Stripe or external booking platforms.

Campaign Tracking (Points 10-12)

10. UTM Parameters Follow a Consistent Standard

Create a documented naming convention for UTM parameters and enforce it across your team. Inconsistent tagging (like using both “email” and “Email-Marketing” as sources) creates messy, unreliable data that undermines reporting.

11. Conversions Have Assigned Values

Estimate the monetary value of non-purchase conversions. If 10% of quote requests become £500 customers, each form submission is worth £50. These values enable accurate ROI calculations across all channels, not just e-commerce.

12. Enhanced Conversions Improve Accuracy

Google’s enhanced conversions use first-party data (hashed email addresses) to recover conversions that cookie restrictions would otherwise miss. As privacy regulations evolve, this feature becomes increasingly valuable for maintaining accurate attribution.

Data Quality & Compliance (Points 13-15)

13. Bot Traffic Doesn’t Pollute Your Data

Fake traffic from bots wastes budget and distorts performance metrics. Enable bot filtering in Google Analytics, exclude your office IP addresses, and regularly audit for suspicious traffic patterns like 100% bounce rates from specific sources.

14. Regular Testing Prevents Silent Failures

Schedule monthly conversion testing. Complete a purchase or form submission yourself, verify it appears in analytics, and check Google Tag Manager for errors. Tracking breaks silently after website updates, theme changes, or plugin conflicts.

15. Privacy Compliance is Non-Negotiable

UK businesses must comply with GDPR and PECR regulations. Implement a cookie consent solution that respects user choices, only firing marketing tags after consent. Non-compliance risks fines and damages customer trust.

Three Mistakes That Undermine Tracking Accuracy

Even with a solid setup, watch for these common pitfalls:

• Duplicate conversion counting: Thank you page refreshes shouldn’t register as new conversions. Use one time event triggers.
• Mobile tracking gaps: Test every conversion path on mobile devices, where most traffic now originates.
• Ignoring assisted conversions: The first touchpoint deserves credit too. Multi-touch attribution reveals which channels initiate journeys versus closing sales.

Your Next Steps

Work through this checklist systematically over the coming weeks. Document what’s working, what’s missing, and what needs fixing. If you discover significant gaps or feel overwhelmed by the technical aspects, that’s completely normal. Conversion tracking has complexity that rewards specialist expertise.

Accurate tracking transforms marketing from an expense into an investment with measurable returns. Every decision becomes clearer when you know exactly what drives results.