Broken conversion tracking, diagnosed and repaired
Your conversion tracking is not working. We find every reason why, then fix the top 10.
You already know the number is wrong. This is the engagement that establishes where it goes wrong. We reproduce the failure in your own GA4, Google Tag Manager, ad platform and consent setup, log every break with a severity and what it costs, then fix and validate the top 10 in a separate GTM workspace. $900 flat. 5 business days.
5-day turnaround · top 10 issues fixed, not listed · 5+ gaps found or it's free
Why your numbers are low
Most accounts report 60 to 80 of every 100 real conversions.
The gap isn't one big break. It's four small leaks stacking up quietly, and the ad platforms optimize on whatever incomplete signal survives.
LEAK 01
Ad blockers & browsers
Client-side pixels blocked or throttled before they ever fire. Safari and Firefox cap cookies to days.
LEAK 02
iOS & signal loss
App Tracking Transparency and privacy features strip the identifiers Meta and Google match on.
LEAK 03
Consent banners
A misconfigured CMP or missing Consent Mode v2 silently drops every visitor who clicks reject.
LEAK 04
Broken tags
Duplicate purchases, dead triggers, stale dataLayer variables, redirects that strip UTMs. It accumulates.
What gets torn down
Four systems, one pass, every gap logged.
This is the stack the audit walks through, end to end, on any platform: Shopify, WooCommerce, BigCommerce, Magento, Webflow, WordPress or custom.
System 01 · GA4
Property & events
- Property, stream and data settings against current best practice
- Event and key-event design, counting method, dedupe
- Ecommerce and funnel tracking accuracy, item-level data
- Attribution settings, channel grouping, unwanted referrals
System 02 · Google Tag Manager
Container health
- Every tag, trigger and variable mapped and tested live
- Duplicate and dead weight removed, naming rationalized
- dataLayer integrity across templates and checkout
- Cross-domain, iframe and SPA tracking behavior
System 03 · Ad platform signals
Google Ads & Meta
- Conversion actions vs GA4 vs backend truth, side by side
- Meta pixel + Conversions API dedupe and event match quality
- Enhanced conversions and offline import readiness
- Server-side tagging setup reviewed, or scoped if absent
System 04 · Consent & compliance
Consent Mode v2 & CMP
- Consent Mode v2 signals actually reaching Google tags
- CMP behavior on accept, reject and no-choice states
- What data is recoverable through modeled conversions
- Region handling and obvious compliance red flags
In depth
From symptom to cause, in the order faults get isolated
You already know the number is wrong. The work is deciding which of four layers made it wrong, because a fault in any one of them looks identical in a dashboard. Each layer is tested against live traffic in your own property before the next one is opened.
01
A count that cannot be argued with
Diagnosis starts outside the measurement stack. Backend orders, payment settlements, CRM records or form submission logs, counted for the same window, the same timezone and the same definition of a conversion. That number is the control. The complaint you came in with gets restated as a difference against it, which turns broken tracking into a figure with a size and a direction.
02
The failure is reproduced, not inferred
A fault read off a settings screen is a hypothesis. We run the real journey and watch the network: the purchase path, the form, the checkout, on desktop and on mobile, with consent accepted, refused and left unanswered, and with the connection throttled so a race between the tag and the page shows up instead of hiding behind a fast machine. Every finding in the report has a request behind it, or the documented absence of one.
03
Which of the four layers actually broke
The same wrong number comes out of four different failures, and each one hides the one behind it. The event never fires. The request fires but never leaves the browser. The conversion is recorded but cannot be joined back to the ad click. Or the count itself is wrong, doubled by a refreshed confirmation page with no transaction_id, or zeroed by a revenue value passed as a formatted string. They are tested in that order, because a tag that never fired tells you nothing about attribution.
04
Repaired in a copy of your container, then proven
Fixes are built in a separate GTM workspace, never in your live container, and nothing is published unless you grant publish access and approve it. The top 10 findings by severity are fixed and validated inside the five days, each with before and after proof. Everything else is written up as a prioritized backlog with the change described, so the remainder is a scheduling decision rather than a second investigation.
What you get
Most audits hand you homework. This one ships fixes.
- The Missing Conversions Report. Every gap found, severity, what it's costing you, and the exact fix.
- Top 10 issues fixed and validated in a GTM workspace during the audit, published only with your approval.
- Before / after proof so you can see reported numbers move against reality.
- A recorded walkthrough of the report in plain language, made for the person who owns the budget.
- A prioritized backlog for whatever falls outside the top 10, sized so any dev or ourselves can take it on.
- Two weeks of follow-up questions included after delivery.
Sample report rows
MC-AUDIT · p.4/18
- HIGHPurchase event fires twice on order-confirmation refreshinflates ROAS, corrupts bid optimizationFIXED
- HIGHMeta CAPI events sent without user parameters, EMQ 4.1 of 10weak matching, undercounted paid socialFIXED
- HIGHConsent Mode v2 not passing ad_user_data or ad_personalizationno modeled recovery for rejected visitorsFIXED
- MEDLead key event set to count every submission, not once per userduplicate form fires inflate lead countsFIXED
- MEDEmail links routed through a redirect that strips UTM parametersrevenue misattributed to direct / noneFIX PLAN
How it runs
Booked to delivered in five business days.
Day 0
Access
You get a 10-minute checklist: viewer access to GA4 and Ads, read access to GTM and Events Manager.
Days 1 to 3
Teardown
Full pass across the four systems. Every finding logged with severity and cost.
Days 4 to 5
Fixes
Top 10 issues repaired in a GTM workspace, tested and validated. Nothing publishes without your sign-off.
Day 5
Report
The Missing Conversions Report, before/after proof and the recorded walkthrough land in your inbox.
Pricing
One price. No retainer required.
$900
flat · once
- Full four-system teardown, any platform
- Top 10 issues fixed and validated, not just listed
- The Missing Conversions Report + recorded walkthrough
- Prioritized backlog and two weeks of follow-up
- Fee credited in full toward any follow-on project.
The guarantee
Fewer than 5 fixable gaps found? The audit is free.
If your tracking is genuinely clean, you don't pay, and you keep the report as proof your numbers hold. If it isn't, you'll know exactly what it's costing you and the worst of it will already be fixed.
Fit
Built for accounts where the numbers steer real money.
Right fit
- You're spending on Google or Meta and decisions ride on reported conversions
- Ecommerce or lead gen with meaningful traffic
- Platform numbers, GA4 and your backend all disagree
- Agencies welcome: white-label audits for your clients, your brand on the report
Not yet
- Pre-launch, or too little traffic for the data to matter yet
- You need a site or app built first
- You want someone to run the ads themselves. We fix what the ads learn from
Who does the work
"The person auditing your setup is the person who has spent ten years building them. No juniors, no handoffs."
Missing Conversions is run by Syed Anns, after a decade of GA4, Google Tag Manager and Conversions API implementations for businesses and the agencies that serve them. This audit is that decade, productized: a fixed scope, a fixed price and a report you can act on the same day.
Syed Anns · founder, missingconversions.com
Questions
Asked before booking.
Tracking broke after a site change. Can you find what caused it?
Usually, and the change window is the first thing we use. A deploy, a theme publish, a CMP swap, a plugin update and a container publish all leave a date, and the drop in your data has a date too. We line the two up, then reproduce the journey as it runs today and compare the live behavior against what the tag configuration expects to see. Where the original change is genuinely gone from the record, the diagnosis still works, because the fix depends on what is broken now rather than on who broke it.
GA4, Google Ads and my own records all disagree. Which one is wrong?
Often none of them. Each is reporting correctly against a different definition. Google Ads credits a conversion to the date of the ad click and counts only what it can tie to an ad interaction inside its window. GA4 credits the conversion to when it happened and attributes across every channel. Your own records count what you sold. Part of the spread between the three is expected and correct. The audit reports the expected portion and the fault portion as two separate figures, so you are not chasing a difference that was never a defect.
What if you look and the setup turns out to be sound?
Then you do not pay. If fewer than 5 fixable gaps are found, the audit is free and you keep the report anyway. That is why the reconciliation against your own records runs first: it is the step that decides whether there is anything to repair before anyone starts repairing. When there is, the $900 is credited in full against any follow-on work.
What access do you need, and how long does granting it take?
Viewer or Analyst on GA4, read access to the GTM container, and read-only on Google Ads and Meta Events Manager. You get an exact checklist after booking; most teams grant everything in about 10 minutes. Publish access to GTM is only needed if you want us to deploy the fixes, and you can keep that gated behind your own approval.
Will anything break while you work?
No. All fixes are built in a separate GTM workspace, tested against live behavior, and validated before publishing. Nothing goes live without your explicit sign-off, and every change is documented so it can be rolled back in minutes.
Which platforms and stacks do you cover?
Any site running GA4 and Google Tag Manager: Shopify, WooCommerce, BigCommerce, Magento, Webflow, WordPress and custom builds, for both ecommerce and lead generation. Server-side GTM and Meta Conversions API setups are part of the review, and if you don't have them yet the report scopes exactly what they would recover.
What if my tracking turns out to be fine?
Then the guarantee applies: fewer than five fixable gaps and the audit costs nothing. You keep the report either way, which is useful proof for your team, your agency or your investors that the numbers hold.
I run an agency. Can you do this for our clients?
Yes, and quietly. White-label audits with your brand on the report and our delivery underneath, at partner pricing for volume. Mention it on the call and we'll walk through how the handoff works.
What happens after the five days?
The report ends with a prioritized backlog. Take it to your own developers, have us quote it as a fixed project with your $900 credited in full, or put the account on a monthly maintenance plan so tracking stays verified release after release. No obligation on any path.
Next step
15 minutes. You'll leave knowing if there's money in the gap.
A short call to look at your setup from the outside, confirm the audit fits, and book your slot. If it's not a fit, you'll hear that in the first five minutes.
A 15 minute call
- We look at your setup from the outside and say what we can already see.
- You get a straight answer on whether the audit is worth it for your account.
- If it fits, we book the slot and send the access checklist.
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Prefer email? hello@missingconversions.com