We have audited accounts where half the reported conversions never reached the CRM. If your tracking is broken, every optimization decision is a guess.
Before scaling spend: verify conversion events end-to-end, agree a UTM taxonomy, and connect the ad platform to the CRM at the lead level.
Signals your tracking is broken
- Leads in CRM but no corresponding ad conversions.
- Multiple URLs for the same landing page.
- No lead-level data in the ad platform.
Fix measurement first. Then scale.
