Google Ads Conversion Tracking Checklist
Define each conversion
Create an event inventory with the outcome, trigger, source, value, currency and counting rule. Distinguish primary business goals from diagnostic events. Document whether an event is collected directly or imported so the same action is not accidentally counted twice.
- Lead: successful accepted submission rather than merely opening the form.
- Purchase: confirmed order with a transaction identifier and actual value.
- Phone: distinguish a call-button click from a measured call outcome.
- Offline sale: confirm identity matching, permission and the import process before use.
Run a test matrix
Test mobile and desktop, successful and failed submissions, repeat clicks, refreshed confirmation pages and any cross-domain handoff. A successful test should appear in the business system exactly as expected. Reconcile it with the platform diagnostics after allowing for reporting delays. Check consent choices as part of the implementation; tracking must respect the visitor’s applicable choices.
Make maintenance visible
Keep a record of the test, date and responsible owner. Retest after form, checkout, analytics or consent changes. If conversions abruptly disappear, compare the CRM or order system before assuming demand collapsed. Do not put personal information in page URLs or generic analytics event names. A reliable setup includes a way to detect failure, not only a one-time installation.