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Your conversion fired.
Doesn’t mean your tracking works.
This one’s easy to fall for when doing conversion tracking.
You test the Purchase event.
It fired.
You open the dashboard.
There's the conversion.
All seems good.
But what if:
-> It fired twice?
-> The purchase value is incorrect?
-> There's the wrong event fired?
-> Not all purchases are being tracked?
-> Conversion attribution is wrong?
The dashboard still looks perfect.
That’s why a tracking audit should not stop at:
"Did the event fire?"
The real question is:
"Are we sure the data used for reporting and optimization is correct?"
Meaning you should go beyond just checking if the event was there.
You should validate such elements as:
-> Event parameters
-> Conversion values
-> Event duplication
-> Data flow
-> Attribution
-> Customer journey
Since faulty tracking does not necessarily look faulty.
Sometimes it looks normal.
Which is the scary part.
Event firing is not equal to having reliable conversion data.
Keep this in mind for your next tracking audit.
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