Website / GTM
- Tags
- Triggers
- Success states
- Duplicate firing
Tracking Audit
Find out what is wrong with your conversion tracking.
Adlyvo reviews your Google Ads, GA4, Google Tag Manager and Meta Pixel or Conversions API setup where applicable, across phone, form, booking and purchase tracking, to find duplicate or missing conversions, weak Primary/Secondary configuration and browser or server discrepancies.
- Google Ads + GA4
- GTM
- Meta Pixel / CAPI
- Primary vs Secondary
Signs your tracking needs an audit
You already have tracking. That does not mean you can trust it.
Google Ads and GA4 numbers do not match
Conversions suddenly increased or dropped
Form clicks are counted as leads
Phone clicks are counted as calls
Duplicate conversions appear
Purchase or value looks wrong
Primary conversions include weak actions
Meta Pixel and CAPI may be duplicating events
Ads are optimising toward actions you do not trust
What the audit checks
A diagnostic pass across every platform in scope.
GA4
- Events
- Properties
- Conversions / key events
- Source visibility
Google Ads
- Conversion actions
- Primary vs Secondary
- GA4 imports
- Direct Google Ads conversions
- Call conversions
Meta
- Pixel events
- CAPI
- Deduplication
- Event setup
Ecommerce
- Purchase
- Value
- Transaction duplication
- ATC / checkout distinction
Audit journey
From a real action to what your reporting shows.
Every step gets the same question.
- 1Real user action
What genuinely happened.
- 2Browser event
What the browser actually sent.
- 3Analytics
What GA4 recorded.
- 4Ad platform
What Google Ads or Meta received.
- 5Reported conversion
What ends up in your reporting.
At every step, the audit asks: does this match what actually happened?
Where we commonly find problems
Different accounts, similar patterns of broken tracking.
- Trigger fires before real success
The tag fires on a click or page load, not on a confirmed, completed action.
What the audit does: Triggers are checked against the actual success state, not the click that starts it. - Same lead counted twice
One enquiry is reported as two separate conversions.
What the audit does: Duplicate paths are traced and matched back to a single real action. - Direct Google Ads + GA4 import duplicate the outcome
The same conversion is sent directly and also imported from GA4.
What the audit does: Each conversion is traced to confirm it is only counted through one path. - Primary conversion is actually a micro-action
Bidding optimises toward a click or page view instead of a real lead.
What the audit does: Primary conversions are reviewed against what the business actually wants more of. - Phone click mistaken for a completed call
A tapped number is reported the same as an answered, meaningful call.
What the audit does: Phone-click and call-outcome data are checked and reported separately. - Browser / server deduplication broken
Browser and server events are not matched, so one action counts twice.
What the audit does: event_id matching is tested to confirm one action stays one conversion. - Platform event definitions differ
Google Ads, GA4 and Meta each define a conversion slightly differently.
What the audit does: The differences are identified and explained so they stop looking like errors.
Real vs reported
What happened and what the platform reports should tell the same story.
RealSuccessful form submission
vsReportedButton click
RealCompleted purchase
vsReportedBegin checkout
RealMeaningful call
vsReportedPhone link click
RealOne conversion
vsReportedBrowser + server = two
Primary vs Secondary audit
Does the current setup reflect the real business goal?
Primary actions are what bidding should optimise toward. Secondary actions are useful supporting signals, not the goal itself.
Lead generation
- Successful formPrimary
- Meaningful callPrimary
- BookingPrimary
- Page or button clickSecondary
Ecommerce
- PurchasePrimary
- Purchase valuePrimary
- Add to cartSecondary
- Begin checkoutSecondary
Ecommerce tracking audit
Purchase is checked as the primary event, not assumed to be correct.
Purchase fires only after a successful orderTransaction ID checkedDuplicate purchase preventionRevenue / value accuracyPrimary / Secondary setup
No fake revenue figures are shown here. Value is checked against what the account actually reports.
Platform-specific audit checks
Numbers rarely match exactly across platforms. The question is why.
Google Ads + GA4
Event definitionsAttributionReporting windowsImported vs direct conversionsCall conversionsDuplicate / missing events
Meta Pixel + CAPI
event_idBrowser / server consistencyPurchase / Lead eventsParameters / valueDuplicate reportingDiagnostics
Server-side
Correct endpoint / containerEvent mappingDeduplicationValues / parametersDestinationConsent / data handling
We do not promise Google Ads, GA4, Meta and server-side numbers will ever show identical figures. The audit explains which gaps are normal and which point to a real problem.
Call / form / booking audit
Three compact diagnostic paths.
Form
Click → Submit → Success → Conversion
Verifies the conversion fires on success, not the click.
Call
Phone click vs. actual call / call-duration conversion
Verifies a tapped number is not reported as a completed call.
Booking
Start → Complete booking → Confirmation → Conversion
Verifies the booking is confirmed before it counts.
How Adlyvo audits tracking
A clear process, scoped to what your accounts need.
- 01
Review current setup
See what is currently tracked, and what tools and platforms are involved.
- 02
Map conversions
Document what is currently configured as a conversion, and where.
- 03
Trigger real / test actions
Submit real forms, place test calls or bookings, and complete test purchases.
- 04
Compare browser / platform events
Check whether what the browser sent matches what each platform received.
- 05
Review GA4 / GTM
Check the container, property and event structure the setup relies on.
- 06
Review Google / Meta configuration
Check conversion actions, Pixel and CAPI setup against what is actually needed.
- 07
Check duplicates
Confirm whether any action is being counted more than once.
- 08
Check Primary / Secondary
Confirm bidding is optimising toward actions that represent real value.
- 09
Document findings
Record what was found, with the business impact of each issue.
- 10
Prioritise fixes
Rank issues by impact so the highest-value fixes come first.
What you get after the audit
A tracking map and a prioritised fix plan.
- Tracking map
- Identified errors and gaps
- Primary / Secondary recommendations
- Duplicate-event findings
- Call / form / purchase findings
- Platform mismatch notes
- Prioritised fix list
- Recommended next implementation steps
These are audit findings and a fix plan. Implementation itself is scoped and delivered as a separate service.
Who this is for
Built for businesses that need to know what is actually wrong.
- Already running Google or Meta Ads
- Are an agency inheriting an existing account
- Do not trust their conversion data
- Have a GA4 / Google Ads mismatch
- Have Pixel / CAPI duplicate concerns
- Are an ecommerce store with purchase discrepancies
- Are preparing to scale ad spend
Findings depend on your website, platforms and current setup. We do not promise fixed outcomes.
Pricing
Audit and implementation, kept clearly separate.
Tracking Audit
A focused review of the current measurement setup to identify missing, duplicated or unreliable conversion events and the most important fixes. The free audit does not include implementation.
DiagnosisFREEno cost
- GTM review
- GA4 review
- Google Ads conversion review
- Meta tracking review where applicable
- Duplicate / missing event check
- Prioritized issue report
Tracking Fixes & Implementation
Fixes are a separate, scoped service. The audit itself does not include implementation.
Implementation$600starting / project
- Priority tracking fixes
- Configuration changes
- Testing
- Validation
- Final QA
Why choose Adlyvo
Built to find what is actually wrong, not just what looks wrong.
- 01
Real conversion-path testing
Forms, calls, bookings or purchases are actually triggered and traced, not assumed to work from configuration alone.
- 02
Cross-platform comparison
What the browser sent is compared against what GA4, Google Ads and Meta actually received.
- 03
Primary / Secondary review
The current setup is checked against what the business actually wants bidding to optimise toward.
- 04
Prioritised fix recommendations
Findings are ranked by business impact, not delivered as an equal list of technical notes.
The person behind your audit
Ahasan H. Akash
Founder & Owner
Ahasan focuses on finding out what is actually happening in an account before recommending any change. That means testing real conversion paths, comparing what each platform receives, and prioritising fixes by business impact rather than treating every issue as equally urgent.
Meet the ownerFAQ
Tracking audit questions, answered.
What does a tracking audit cover?
GTM, GA4, Google Ads, Meta and ecommerce events, checking for missing conversions, duplicate firing, weak primary goals and attribution problems.
How do I know if my tracking is broken?
Common signs are numbers that differ between Google Ads and analytics, conversions that never fire or fire twice, and reports that do not match your real leads.
Will the audit fix the problems?
The audit identifies and documents what is wrong. Fixes are scoped separately through the conversion tracking, Google Ads or Meta tracking services.
What access is needed?
Access to your tag manager, analytics and ad accounts, and a way to test conversion paths on the site.
How long does it take?
It depends on how many platforms and events are in scope. The timeline is agreed before work begins.
Why do my Google Ads and GA4 numbers not match?
Different attribution rules, reporting windows, event definitions, and imported versus direct conversions can all cause a gap. We cannot promise the two will always be identical, but the audit explains what is actually causing the difference.
How do you find duplicate conversions?
By tracing a single real action, such as one form submission, and checking whether it is counted more than once across direct tracking, GA4 imports, or browser and server events.
Can you check phone-call tracking specifically?
Yes. The audit checks whether a tapped phone number is being reported the same as a completed, meaningful call, and whether call-duration or qualified-call data is used where it exists.
Does the audit cover Meta Pixel and CAPI?
Yes, where Meta is in scope. That includes event_id matching, browser and server consistency, and whether Purchase or Lead events are set up and deduplicated correctly.
Does the audit check ecommerce purchase tracking?
Yes. That includes whether Purchase fires only on a completed order, transaction ID handling, duplicate purchase prevention, and whether Add to Cart or Checkout are correctly kept as secondary signals.
Do you audit server-side tracking setups?
Yes, where a server-side layer exists. The audit checks the endpoint or container, event mapping, deduplication and destination configuration.
Can the audit recover conversion data that was never tracked?
No. The audit can identify and fix the setup going forward, but it cannot recreate conversion data that was never correctly collected in the first place.
Is implementation included in the audit?
No. The audit identifies and documents what is wrong and prioritises the fixes. Implementation is scoped and delivered as a separate service, through Conversion Tracking, Google Ads Tracking, Meta Tracking or Server-Side Tracking.
Not sure whether your conversion data can be trusted?
Adlyvo can review your Google Ads, GA4, GTM and Meta tracking to identify what is missing, duplicated or misconfigured, and what to fix first.