Google Ads Tracking Audit

A Google Ads tracking audit examines every dimension of your conversion measurement setup to identify issues that are degrading Smart Bidding performance and distorting campaign reporting. Most Google Ads accounts accumulate tracking issues over time — duplicate conversion actions created by multiple agencies, incorrect attribution windows left at account defaults that don't match purchase consideration cycles, Enhanced Conversions not configured despite being available, conversion Linker missing from some page templates, and secondary conversion actions incorrectly set as primary goals that skew bid targets. A systematic tracking audit surfaces all of these issues, prioritises them by impact, and provides a remediation roadmap that can be implemented to improve data quality and campaign performance.

Our Google Ads tracking audit covers five dimensions. Conversion action inventory: reviewing every conversion action in your account for status, counting method, attribution window, and whether it should be primary or secondary. Tag implementation: examining the GTM configuration for each conversion tag, verifying trigger conditions, checking for duplicates, and confirming Conversion Linker coverage. Data quality: cross-referencing Google Ads conversion counts against backend data to quantify discrepancy levels and identify which conversion actions are over or under-counting. Attribution configuration: reviewing attribution model settings, conversion window alignment with actual purchase cycles, and cross-device attribution status. Enhancement opportunities: identifying where Enhanced Conversions, offline conversion import, or store visit measurement could improve data completeness. The audit report is structured for both technical teams (specific GTM changes required) and senior stakeholders (business impact of each finding).