Tracking & Attribution Audit
Can you actually trust your marketing numbers?
A tracking and attribution audit traces the existing setup as far through the customer journey as the available systems allow, and identifies where that trail becomes unreliable.
What we review
Customer journey analysis
Source → interaction → lead → opportunity → sale → revenue.
The goal is not to prove every marketing dollar can be attributed directly to revenue — some of it genuinely cannot, especially for awareness and upper-funnel activity. The goal is to determine how far through this path the existing tracking can reliably follow a prospect, and to be specific about where it starts to break down.
Common problems
- Duplicate conversions counted across more than one tag or platform
- Incorrect call attribution
- Wrong CRM source assignments
- Revenue credited to more than one platform for the same sale
- Missing offline conversion data
- Advertising platform revenue not matching actual business revenue
- Broken form tracking
- Inconsistent UTM structure
- Agency reporting that does not reconcile with the underlying data
- Lead sources overwritten inside the CRM
- Marketing systems using different attribution rules from one another
Scope clarification
The standard audit identifies tracking and attribution problems and recommends corrections a business can make itself or hand to a developer or agency. Advanced custom API development, data warehouse engineering, server-side infrastructure, and complex enterprise attribution modeling are outside the standard audit unless separately scoped.
Deliverables
A map of the current tracking setup, a list of specific discrepancies found, an assessment of how far the customer journey can reliably be traced today, and prioritized recommendations for closing the gaps that matter most.
Frequently asked questions
Can you actually trust marketing numbers if every platform reports something different?
Different platforms often use different attribution windows and rules, so some disagreement is normal. The audit identifies which differences are explainable and which point to a genuine tracking problem.
Do you build custom tracking infrastructure?
The standard audit identifies tracking and attribution problems and recommends corrections. Advanced custom API development, data warehouse engineering, server infrastructure, and complex enterprise attribution modeling are outside the standard audit unless separately scoped.
What CRMs and platforms can you work with?
The audit is built around whatever systems a business already uses -- GA4, the major ad platforms, common CRMs, and call tracking tools. Scope is confirmed once the tooling in use is known.
How far back does the audit look?
Enough historical data to identify patterns rather than one-off anomalies, typically several months where available. The exact window depends on how much history the underlying systems retain.
Tracking & attribution audit
If the numbers do not match, you do not have to untangle them yourself.
Marketing Audit Co. can trace the existing tracking as far through the customer journey as the available systems allow and identify where attribution, conversion tracking, or revenue reporting begins to break down.