Every optimization decision — from bidding strategy to ad placement — depends on the data behind it. If tracking is incomplete, you end up optimizing for the wrong thing.
Common tracking gaps
- Events firing twice or not at all after a site update.
- Cross-domain journeys breaking attribution.
- Consent settings silently blocking measurement.
What a healthy setup looks like
A documented event plan, a tag manager container with clear naming, server-side validation for key conversions and a single dashboard that the whole team trusts.
Start with an audit: list the ten events that matter most and verify each one end to end.