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
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.