CONVERSION · 4 MIN READ
Your GA4 is probably measuring the wrong thing
Most accounts we audit optimise toward a conversion that isn't a sale, a call, or anything a business owner would celebrate.
Jake Groot · LEAD MARKETING MANAGER
Conversion tracking is the one thing worth checking before you spend another dollar on ads, because everything downstream inherits its mistakes.
The three failure modes
- A page view counted as a conversion, so the algorithm buys traffic that bounces.
- Unfiltered form fills, so spam is indistinguishable from a lead.
- Duplicate tags, so one sale is reported as three and ROAS looks fine.
How to check in ten minutes
Open your conversions list, sort by volume, and ask whether the top row would make you happy if it happened a hundred more times this month. If not, that's the fix.
WANT THIS DONE FOR YOU?