Most advertisers think their tracking is working.
Conversions show up in Google Ads. GA4 looks busy. Everyone assumes the data is solid.

But behind the scenes?
It’s usually a mess.

Form submissions are being double-counted.
Leads aren't syncing.
Enhanced conversions are “enabled” but not actually doing anything.
Bing? Not even considered.

I've been inside enough accounts lately to tell you: most tracking setups are just guesswork with nice charts.

Why Bad Tracking Costs You More Than You Think

Here’s the uncomfortable truth:
You can't optimize what you can't trust.

I’ve seen it all:

• A $10K/month account importing every lead, including spam and wrong numbers

• An eComm store relying on GA4 events that never fired properly

• Enhanced conversions “set up” but sending nothing for weeks

If you’re feeding bad signals into Google or Bing, you’re training their AI to optimize toward junk. And no amount of budget, bidding, or creative can fix that.

How I Audit Accounts (Before Touching Budgets or Campaigns)

Here’s my go-to checklist before I trust any account data:

🔧 GA4 Audit

• Are we tracking the right events (purchases, form fills, calls)?

• Are there duplicates or missing conversions?

🧰 Google Tag Manager

• Are the triggers accurate?

• Are tags firing once, not on every page reload?

• Is it passing enhanced conversion data (email, phone, etc.) properly?

🧠 Enhanced Conversions

• Has Google received recent data?

• Are you hashing PII correctly?

• Are you importing web conversions or just calls?

🔄 WhatConverts Sync

• Are you filtering out low-quality leads?

• Are only “quotable” or qualified leads being pushed to Google?

📊 Bing UET

• Are you replicating the same tracking logic across Microsoft Ads?

• Did you confirm triggers in GTM or just assume UET is working?

Once Tracking Is Fixed, Everything Clicks

Suddenly, your campaigns perform better.

• Smart bidding isn’t chasing fake signals

• Cost per acquisition starts to align with reality

• You actually trust what the reports say

This is what separates amateurs from professionals:
They don’t guess. They verify.

Want to Run Your Own Audit?

Here’s a quick-start checklist:

• GA4 Events fire once per conversion

• Google Tag Manager preview confirms correct triggers

• Enhanced conversions show recent data in Google Ads

• WhatConverts is syncing only quality leads

• Bing UET tracks the same key goals as Google

Still not sure?
I’ll help you find what’s broken before it starts costing you more.