Conversion Tracking

Conversion tracking ties purchases and signups back to the marketing that drove them, feeding both reports and ad algorithms.

What conversion tracking is

Conversion tracking records when marketing leads to the actions that matter: purchases, signups, and add-to-carts tied back to the ad, email, or channel that drove the visit, via pixels, tags, and server events.

Why conversion tracking matters

Ad platforms optimize toward the conversions they can see: broken or partial tracking doesn’t just misreport, it mis-teaches the algorithms spending your budget. Tracking quality has become a competitive input, not an accounting detail.

What a tracking setup includes

Platform pixels and tags firing on the key events
Server-side events backstopping what browsers block
Deduplication so one purchase isn’t counted twice
Consent integration deciding what fires for whom

Frequently asked questions

Why do platform numbers and store orders disagree?

Different rules: attribution windows, view-through credit, modeled conversions, and consent gaps all inflate or deflate platform counts against the order database. Treat the store’s orders as truth and platform numbers as that platform’s view.

What breaks conversion tracking most often?

Theme and checkout changes silently removing tags, consent tools blocking events unexpectedly, and duplicate firing after migrations. A monthly test purchase traced through every platform is cheap insurance.

← Back to the glossary