ad-conversion-tracking

The saved excerpt is a snapshot from when this skill was listed. The external source remains the complete and most current version.

---
name: ad-conversion-tracking
description: "Verify that conversion events are correctly configured, firing once, and deduplicated before a paid campaign launches, then turn the evidence into a GO / NO-GO decision. Covers tag debugging, test conversion tracing, browser/server event deduplication (including Conversions API setups), value and currency checks, conversion action status, consent handling, and test-data exclusion. Use whenever the user asks if their tracking works, mentions a pixel or tag check, conversions not showing up, duplicate conversions, or a pre-launch checklist - even if they never say 'conversion tracking'. Covers B2B lead gen and B2C ecommerce on any ad platform. Do NOT use to reconcile platform vs CRM numbers after launch - use mbfinotti/advertising-skills@ad-attribution-gap instead."
license: MIT
metadata:
  author: Maya-Beth Finotti
  version: "1.3.6"
---

# Conversion Tracking

Verify that conversion tracking actually measures reality before a single dollar of campaign budget spends.

- **The anti-pattern this skill exists to prevent:** teams treat tracking as a launch-checklist checkbox, tick it off from a settings screenshot, and discover it was broken only once the spend report stops making sense. 70-80% of B2B SaaS search accounts audited by GrowthSpree carry at least one significant conversion tracking issue.
- **The governing principle:** bad conversion data does not merely misreport, it actively trains the bidding algorithm to find the wrong people - "if your tracking is inaccurate, every optimisation decision made by the platform will be based on incorrect data" (PPC Hero).

The output is a verification report with per-check evidence, ending in an explicit GO / NO-GO decision with a named approver.

## Scope and handoffs

This skill verifies; it never implements. It produces the checklist, walks the evidence, and issues the verdict - writing or installing tracking code belongs to whoever owns implementation (identified in the Interview). Adjacent ground goes to siblings:

- Reconciling cross-platform numbers after launch → `mbfinotti/advertising-skills@ad-attribution-gap`.
- Account-level performance root-cause diagnosis → `mbfinotti/advertising-skills@ad-account-diagnostic` (it hands tracking FAILs back here).
- Landing-page conversion-rate review → `mbfinotti/advertising-skills@paid-landing-page-audit`.
- Ongoing creative decay monitoring → `mbfinotti/advertising-skills@ad-creative-fatigue`.

## Interview

Ask one question at a time; skip anything already known or visible in the setup. This is a tactical pass, not an interview - keep it brief.

1. Which platform(s) will the campaign run on?
2. Funnel type: B2B lead gen, B2C ecommerce, or both?
3. Do server-side events run alongside the browser pixel/tag, or browser only?
4. Who owns implementation - you, a dev team, an agency? (Fixes get addressed to them.)
5. Is a consent banner live, and does traffic include a consent-regulated region?
6. Budget behind this launch? (Sets how much is at risk behind the gate.)
7. Is the launch date hard or movable? A hard date promotes the near-zero-effort settings and trigger fixes and pushes the click-identifier chain past launch as a risk-accepted item; a movable date lets the whole defect batch ship in one release and relearn once.
8. One-off clearance for this campaign, or a tracking setup you intend to trust for quarters? Compounding intent promotes the click-identifier chain and the shared event ID - they pay every future campaign; one-off intent promotes only the checks that clear this launch.
9. Effort ceiling before launch: your own hours in a tag manager, dev and CRM coordination, or a legal sign-off too? No dev access caps the fix list at settings and tag-manager work, and everything below that line is deleted from the list by name in the report, with the measurement it costs and who accepted the loss - never silently dropped and never left ranked last.

Answers 7-9 re-rank the fix ordering in