If your reports say one thing and your sales say another, the problem is rarely the marketing. More often it is the data. Here are the five tracking issues we find most often in our audits - and how to spot them yourself.
1. Duplicate conversions
When GA4 and Google Ads both count the same lead, your cost per conversion looks half what it really is. Check whether your tags fire on page load and on form submit.
2. Missing consent mode
Without Consent Mode v2, users who decline cookies vanish from your data entirely. That can be 30-50% of UK traffic.
3. Broken cross-domain tracking
Booking tools and payment pages on another domain start a new session, so every sale gets credited to "referral".
Most of our clients were told everything looks fine - until we looked.
4. Untagged campaigns
Emails and social posts without UTM parameters land in "direct", hiding which channels actually work.
5. Goals that measure the wrong thing
A thank-you page view is not the same as a qualified lead. Make sure your key events reflect real business outcomes.
Quick self-check
- Do GA4 conversions roughly match your CRM?
- Is Consent Mode v2 active in GTM?
- Are all paid and email links tagged with UTMs?
- Does each conversion fire exactly once?
Not sure? That is exactly what our data audit is for. We will show you what is broken in plain English and tell you what to fix next.
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