OUTCOME
Two form events. One inquiry.
Which event represents the outcome your team needs to count?
Read the articleFIELD GUIDES / CONVERSION TRACKING
Can we trust our conversion tracking?
Before the report gets another chart, make sure the important actions mean what everyone thinks they mean. Follow the outcome, the tracking, and the evidence.
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- 01 / THE OUTCOMEA real inquiry
What the business needs to count.
- 02 / THE COLLECTIONAn event with a purpose
The point in the journey that the tracking observes.
- 03 / THE EVIDENCEA result you can explain
What was checked and where uncertainty remains.
A map of the method, not a client result.
What does a conversion mean here?
“Lead” can mean a form attempt, an inquiry accepted by the website, or a prospect qualified by your sales team. Agree on which outcome the report should count. Then work backward: where does it happen, and how is it recorded?
That definition belongs in the measurement plan. It gives marketers, developers, and the people using the report a shared reference when something changes.
Explore Strategic Measurement PlanningSTART WITH YOUR QUESTION
Take a closer look.
CONTINUITY
Before the redesign.
Carry the measurement forward alongside the new website.
Read the articleINVESTIGATION
The tag is paused. The event is still there.
Find the collection path before changing the configuration.
Read the articleA tag in the setup does not tell the whole story.
A GTM container holds tracking rules. Seeing the expected tag there is useful, but website code or a platform integration may also send events. The review needs to follow an actual form submission or purchase and identify what sends the event.
Ask for the event definition, the behavior observed on the website, and what arrived in analytics. Where a comparable inquiry or order record exists, include it. Differences may come from definitions or incomplete tracking; they need investigation before a repair is chosen.
Where do we start?
The definition is unclear.
Agree on the outcomes and the measures your team needs.
Measurement planningThe numbers look wrong.
Investigate the paths, configuration, and available evidence.
Analytics auditsThe change is already clear.
Implement or repair the agreed tracking and validate its journeys.
Tracking implementationAnd once the measurement is understood?
The next question is how to interpret it. A reliable count does not automatically settle attribution or make two reports comparable.
Explore the marketing reporting guideWhich part of your measurement needs a closer look?
Tell me what you are trying to count and where the uncertainty starts.