Overview
A conversion tracking auditor helps marketing operations keep the messy QA work around key events, routes, evidence, and blockers in one durable table.
This playbook is for teams that need to trust whether important actions such as purchases, demo requests, lead forms, trial signups, quote requests, or bookings are being measured well enough for campaign decisions. Juno installs a conversion tracking audit table plus a tracking brief so the checklist is ready before the first review starts.
The boundary is deliberately narrow. Juno can inspect available page evidence, supplied tracking plans, event definitions, screenshots, reports, and safe test paths. It does not promise provider-side confirmation, analytics implementation, or a full CRO audit unless you supply the access and ask for that expansion.
Why you should keep tracking QA out of ad hoc checklists
Conversion tracking failures rarely announce themselves politely. A form event gets renamed, a thank-you route changes, consent behavior shifts, or one tag fires twice, and suddenly campaign reporting looks cleaner or worse than reality.
Google Analytics now distinguishes important measured actions as key events, which makes event definitions central to interpreting performance (Google Analytics Help). Google Ads also treats conversion measurement as a setup-and-verification workflow, including tag status and troubleshooting when conversions are inactive or unverified (Google Ads Help).
Juno gives that work a home: one table for event-by-event QA, one brief for assumptions and owner decisions, and a monthly option for keeping the same audit current.
Step-by-step
- 1Confirm the site, routes, or conversion paths in scope, then list the key events that matter for reporting, attribution, experiments, or paid campaign optimization.
- 2Capture any non-sensitive tracking context the team already has, such as provider names, event naming rules, dashboards, reports, screenshots, or an existing tracking plan.
- 3Define safe testing boundaries so Juno knows whether to inspect public pages only, stop before submission, use a staging path, or rely on supplied evidence.
- 4Review each key event and route for current evidence, expected trigger, destination, consent state, implementation status, verification status, blocker, owner, and next action.
- 5Prioritize the rows that could distort go-to-market decisions, especially missing primary conversions, duplicate firing risks, unverified paid media events, blocked lead routes, and ownerless fixes.
- 6Update the tracking brief with the audit scope, event definitions, top risks, open decisions, and anything that remains out of scope.
- 7Reuse the same installed table on monthly reruns so prior blockers, fixes, and verification history stay comparable.
Frequently asked questions
What does this replace?
It replaces a tracking QA checklist for the narrow recurring workflow of reviewing key conversion events, routes, evidence, blockers, owners, and next actions.
Does this require a non-default integration?
No. The minimum workflow can start from confirmed requirements, public route evidence, supplied tracking plans, screenshots, reports, and safe test notes. If a team later wants provider-side confirmation, that can be handled as an explicit expansion.
Will Juno implement tracking fixes?
Not by default. This playbook audits and prioritizes the QA surface. Implementation, analytics platform setup, and provider-side conversion action changes are separate work.
When should we run it?
Run it before campaign launches, after site or funnel changes, before experiment reads, during analytics cleanup, or monthly for high-value conversion paths that feed paid media and revenue reporting.