The lead tracking audit
A lead tracking audit that matches your CRM against what your ad platform actually counted.
A fixed-price teardown of how your leads get counted: form and thank-you page tracking, phone calls, chat, and the offline import that sends closed revenue back to Google Ads and Meta. Every gap is logged with what it costs, and the top 10 are fixed and validated in a separate GTM workspace, published only when you approve. $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
Where lead counts drift from reality
Lead generation has no order confirmation to reconcile against. The count is whatever you decided to call a lead, fired wherever you decided to fire it, which is why two dashboards looking at the same week rarely agree.
01
Every submission versus one
Google Ads can count a lead conversion once per ad interaction or on every occurrence. GA4 has its own counting method on each key event, once per event or once per session, and once per event is the default, so a form that fires three times in one visit is three key events. Set those two differently and the same 100 leads report as two different numbers, which usually gets blamed on broken tracking rather than a counting rule.
02
Thank-you page pageviews
A conversion fired on a thank-you pageview counts refreshes, bookmarks and direct hits as leads, and misses every AJAX form that never changes the URL. A generic form submit trigger has the opposite failure: it counts attempts the server later rejected for a validation error, so the reliable signal is a dataLayer event pushed only after the submission is accepted.
03
Calls and chat threads
Calls from a website number, calls placed straight from an ad, and click to call taps on mobile are three separate measurement paths, and chat sits in a fourth system entirely. Each needs its own event, a traffic source that survives the visit, and a de-duplication rule so one person calling twice is not two leads.
04
Closed revenue never returns
If the click identifier or hashed contact detail is not captured at submit and written to the CRM record, no qualified or closed won stage can be sent back to Google Ads or Meta later. Until that import exists, bidding optimizes toward whatever fills the form, spam included, because raw volume is the only signal it has.
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.
Why does GA4 show more leads than Google Ads?
Usually three reasons stacked on top of each other. GA4 counts key events by the counting method set on each one and attributes them across all traffic, while Google Ads reports only conversions it can tie to an ad interaction inside the window set on that conversion action. Google Ads also reports conversions against the date of the click rather than the date the lead arrived, so a recent week looks short until the lag fills in. Add a counting setting of one per interaction and the same leads land as two legitimate but different numbers.
Can phone calls and live chat be counted as conversions?
Yes, and both are inside the audit. A site running a call tracking number, click to call links and a chat widget has three separate measurement paths, and each is checked separately, because one being counted twice while the others are missed entirely is a normal way for the three to fail. Chat is the same problem in a different tool: the qualified conversation exists in the widget's own reporting and never reaches GA4 or the ad platforms. Where the tracking is missing entirely, the report scopes what it would take to add it instead of pretending it is a five minute change.
Our sales cycle runs 60 days. Can closed revenue still reach the ad platforms?
Yes, if the identifier is captured on day one. The click ID or hashed contact detail has to be written to the CRM record at the moment of submission, then sent back with a conversion time and value when the record moves to qualified or closed won. The constraint is the conversion window configured on the ad platform action: it has to cover your real time to close before the first upload, or the conversions arrive and are discarded. The audit checks whether that plumbing exists and whether the window matches how long your deals actually take.
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