Audit your own conversion tracking, free
Twelve questions covering the failures we find on real client accounts, each weighted by how much it moves your numbers. The score is arithmetic on your own answers with the weights printed next to every question — there's no benchmark, no comparison to businesses like yours, and no number engineered to make you feel you need help. If it comes back clean, you don't have a tracking problem.
Free30 minutesNo obligation
Self-audit your conversion tracking
Twelve questions covering the failures we actually find on client accounts, weighted by how much each one moves your numbers. The score comes entirely from your answers — there is no benchmark and no comparison to anyone else, because we don't have that data and inventing it would make the number meaningless.
Is there a written, agreed source of truth for conversions?
The system whose record decides whether a conversion happened — a store, CRM or billing system, not a dashboard.
weight 5Have you reconciled your own records against each platform in the last 90 days?
Matched per record over a fully closed window, not compared as totals.
weight 5Is deduplication verified where both browser and server paths are live?
Meta exposes a Deduplicated indicator; read it over seven days.
weight 5Do refunds or cancellations reverse at every destination?
weight 4Do your CRM or order records carry a click identifier?
gclid, gbraid, wbraid, fbclid — all four, not just the first.
weight 4Has consent been tested by denying it and capturing the network traffic?
weight 4Is tracking verification on your release checklist?
weight 3Would you learn within days if conversions stopped arriving?
Google flags an inactive conversion action 30 days after the last hit.
weight 3Do you know every system currently sending conversion events?
Container, platform apps, native integrations, and any previous agency's tags.
weight 3Does each campaign objective have exactly one primary conversion action?
weight 2Do conversions carry real values rather than a flat placeholder?
weight 2Could someone internal explain the setup if the person who built it left?
weight 2
Self-audit · what breaks
What this tool is for — Self-audit
- 01
You suspect the numbers are wrong
But don't know where to start looking.
- 02
You inherited a setup
Built by someone who's gone, undocumented.
- 03
You want a prioritised list
Rather than a general feeling that something is off.
Self-audit · the fix
What you get out of it — Self-audit
A weighted score you can audit
Every weight is shown next to its question.
An action list, heaviest first
So the first thing you do is the thing that matters most.
A downloadable result
To re-run in 90 days and compare.
Self-audit · architecture
Why a self-audit is worth doing before hiring anyone
Most of what a paid tracking audit finds in the first day is checkable by you, for nothing, this afternoon.
- 1
The expensive part is diagnosis, not detection
Noticing that the numbers disagree is easy. Knowing which of forty causes explains it is the part worth paying for — and half the time there's nothing to diagnose.
- 2
An auditor who always finds something
is telling you about their incentives rather than your setup. Running this first means you'll know whether a finding is real.
- 3
A prioritised list changes behaviour
A general sense that tracking is unreliable doesn't. Weighted items in order do.
- 4
Re-running it is how you catch drift
A setup that was fine in March and isn't in June is the common case, and only a repeated check finds it.
Self-audit · diagnose
What this tool cannot tell you — Self-audit
Stated up front, because a tool that implies more confidence than it has is worse than no tool. These are checks you have to run yourself.
- 01
Whether your numbers are actually wrong
It asks what you've checked, not what's true. A reconciliation against your own records is the only thing that answers that.
- 02
Which specific tag is broken
It surfaces categories of problem, not line-level faults. The validator tools do that.
- 03
Whether your answers are right
An optimistic self-audit scores well and changes nothing.
- 04
Anything about your account directly
It has no access to anything. Everything it knows, you told it.
Self-audit · prove
How to confirm the result — Self-audit
Against your own records, not against the tool's output.
Source of truth
your own order, CRM or booking records
- A reconciliation run against your own records for a closed month.
- Each flagged item checked directly rather than assumed.
- The result downloaded and re-run 90 days later.
- Reconciled over a fully closed window, matched per record rather than on totals.
- Re-checked after your next site release, which is when most breaks happen.
Self-audit · free audit
What we check in the free audit
- Whether your numbers are actually wrong
- Which specific tag is broken
- Whether your answers are right
- Anything about your account directly
Checked against
your own order, CRM or booking records
Free30 minutesNo obligation
Self-audit · when not to buy
Why this isn't gated — Self-audit
There's no email form in front of it, and that's deliberate.
- A tool you have to pay for with your contact details is a lead form wearing a costume. If this is useful, it should be useful without a transaction.
- Everything it does runs in your browser. There is no endpoint, so there is nothing for us to collect even if we wanted to — open your network tab and check.
- It will tell you when you don't have a problem. That outcome costs us a sale and happens regularly, which is the point of publishing it rather than putting it behind a call.
- If it does find something and you'd rather fix it yourself, the reference pages on this site cover the how. Hiring us is one option, not the conclusion.
Self-audit · what we deliver
What it checks — Self-audit
Source of truth and reconciliation
The two questions that carry the most weight, because everything else depends on them.
Deduplication and refund reversal
The faults that actively distort bidding rather than merely starving it.
Click ID coverage and consent
What limits offline import, and what's leaving when it shouldn't.
Governance
Release checklists, monitoring, and whether anyone but one person understands the setup.
Pricing
Pick the package that fits your ad spend
Browser-side starter
$400One-time fee · lifetime ownership
If the tool found something and you'd rather not fix it yourself: we repair the root cause in your existing setup and verify it on a live conversion.
- Root cause fixed, not worked around
- Verified on a live conversion
- Reconciled against your own records
- Written handover
1st-party server-side
Recommended$800One-time fee · most popular
Removes the class of failure rather than the instance. Money events from your own records through a first-party container on your subdomain.
- First-party server container on your own subdomain
- Events from your records, not the browser
- Deduplicated on a shared event ID at every destination
- First-party cookies beyond Safari's 7-day cap
- 95%+ accuracy and 8+ Meta EMQ, guaranteed in writing
Full 1st-party stack
$1,800One-time fee · lifetime ownership
Every paid channel server-side plus the offline loop, with monitoring so the next break surfaces in days rather than at quarter end.
- Everything in 1st-party server-side
- Pinterest, Snapchat, Reddit and LinkedIn CAPI
- CRM and offline conversion loop
- Refunds and cancellations corrected wherever each platform allows it
- Monitoring on every destination
FAQ
Self-audit questions, answered
No. There's no form, no gate and no follow-up. The tool runs and gives you the result.
No, deliberately. It scores your setup against the twelve questions, not against anyone else. A benchmark would need data we don't have, and inventing one is how fake calculators get written.
Then you probably don't have a tracking problem, and we'd say the same on a call. Reconcile against your own records to confirm.
Yes, and you should. Download the result and repeat in 90 days — drift after a site release is the common failure, not a setup that never worked.
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