with Faisal TusherPaid Media · Measurement
Conversion Tracking
If conversions aren't tracked correctly, every optimisation is a guess — and smart bidding optimises towards the wrong thing.
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The building blocks
What goes into Conversion Tracking
Conversion Signal Flow
Click a user action to trace how it travels to each platform.
How I do it
The process
- 1
Plan
Events & values.
- 2
Implement
dataLayer + tags.
- 3
Enhance
CAPI / enhanced conversions.
- 4
QA
Debug tools.
- 5
Monitor
Alerts on drops.
Principles I follow
- Tracking before traffic.
- One source of truth for event names.
- Test conversions end-to-end in each platform.
Measurement
The numbers I watch
Event match quality
Meta's EMQ score.
Discrepancy
Platform vs backend conversions.
Tools I use
- TMGoogle Tag Manager
- PXMeta Pixel & Conversions API
- G4Google Analytics (GA4)
- GAGoogle Ads
What you get
- Tracking plan
- Implementation
- QA report
Double-counted purchases
Meta reports more purchases than orders.
Add event_id deduplication across Pixel and CAPI.
Illustrative exampleWhy do platforms disagree?
Different attribution windows, models and data sources.
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