The Tracking Audit Checklist

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Can you actually see where a sale came from?

• GA4 is installed sitewide and shows real-time activity when you test it yourself.
• Your key actions — purchase, lead form submit, WhatsApp click — are marked as conversions inside GA4, not just logged as generic events.

Is your pixel catching what it says it's catching?

• Server-side tracking (Meta CAPI, Google Enhanced Conversions) is live, not just the browser pixel.
• A test purchase or lead fires in both the browser and the server event, and the two numbers actually match.

Are two platforms taking credit for the same sale?

• This month, add up what Meta Ads and Google Ads each claim in revenue, then compare it to what actually hit your bank account.
• If the platforms' combined number is close to or higher than your real revenue, you have an attribution gap worth closing.

Is every lead's source actually logged anywhere?

• Every lead, whatever channel it came from, lands in one CRM or sheet, not scattered across WhatsApp, email, and a notebook at the front desk.
• Walk-in and phone activity has a way to get logged too, not just digital form fills.

How fast does a lead actually get a reply?

• Check your last 10 leads and time how long the first reply actually took, not how long you assume it took.
• Leads that come in after hours get an automated first reply, not silence until the next morning.

Can an AI answer engine even find you?

• Your business name, services, and location are identical across your website, Google Business Profile, and directory listings.
• Your key pages carry structured data (schema markup) an AI crawler can read cleanly, not just a nice-looking design.