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quiz",[1003],{"variant":1004,"sub":918,"hook":-1,"lead":919},"default",{"src":1006,"alt":1007,"width":1008,"height":1008,"srcset":1009},"/media/14-hero-art.599d314f.webp","Illustration for Are Your Numbers Lying to You?",1600,"/media/14-hero-art.599d314f-400x400.webp 400w, /media/14-hero-art.599d314f-900x900.webp 900w, /media/14-hero-art.599d314f-1600x1600.webp 1600w",{"shop":1011,"leads":1011},[],{"forList":1013,"notForList":1014,"photoShop":-1,"photoLeads":-1},[],[],{"intro":-1,"note":-1,"pages":1016},[],[],[],5,{"startHeading":-1,"whereToStartShop":-1,"whereToStartLeads":-1,"step2":1021,"related":1022},[],[],{"title":-1,"description":-1,"image":-1},"scored",{"meta":1026,"intro":1033,"track_selector":1038,"scoring":1053,"tracks":1066,"placeholders":1978,"result_labels":1982,"email_capture":1996,"pdf":2017,"visuals":2077,"sources":2148,"spend_band_labels":2233,"volume_band_labels":2235,"result_screen_order":2240,"forward_email":2250,"thank_you_routes":2263,"lead_scoring":2281},{"id":904,"title":917,"engine_version":1027,"content_version":1028,"language":485,"currency":1029,"reuse_note":1030,"url":1031,"edition_line":1032},"1.0","2026-10-09","EUR","Built on the Tracking Readiness Scorecard engine (07-tracking-readiness-scorecard\u002Fscorecard.json). Same structure and field names. Additive fields the renderer should support: helper on scored questions, result_labels.why_label, the missing_sheet CTA (type text_link with placement), countdown fields set to null on a seasonal variant without a countdown, and the top-level pdf object. Launch update (9 Oct 2026): ONE primary CTA per track (ctas.check_24h with heading, own_numbers_line and note), tracks[].next_step (step 2, a text link), tracks[].content_links (the Missing sheet, a content link), result_labels.step_one_line, forward_email, thank_you_routes, spend_band_labels \u002F volume_band_labels, result_screen_order, the timing question, track_selector.preselect_from_url, and a \"Doesn't apply to us\" answer (not_applicable: true, full points, no fix) on symptoms that can't apply to everyone.","https:\u002F\u002Ftrackian.com\u002Fresources\u002Fnumbers-lying-quiz","Made by Trackian, a marketing brain for your business. Edition: October 2026.",{"headline":1034,"subheadline":1035,"meta_line":1036,"start_button":1001,"small_print":1037},"Are your numbers lying to you?","Everyday symptoms you may already have noticed in your reports. Answer each in one tap and get a trust score out of 100, with plain next steps. No technical knowledge needed.","About 2 minutes · Score shown instantly · No email needed to see it","Your score is based on what you've noticed, not a scan of your site. Symptoms suggest, they don't diagnose. \"I don't know, or haven't checked\" is a fine answer too, and \"Doesn't apply to us\" is there for symptoms that can't happen to you.",{"id":1039,"text":1040,"helper":1041,"scored":266,"options":1042,"preselect_from_url":1049},"track","Do you sell online, or do you collect leads?","If you do both, pick the one most of your ad budget goes to. You can take the other quiz afterwards.",[1043,1046],{"id":1044,"text":1045,"sets_track":1044},"shop","I sell online (I run an online shop)",{"id":1047,"text":1048,"sets_track":1047},"leadgen","I collect leads (forms, calls or bookings)",{"param":1050,"values":1051,"note":1052},"v",{"shop":1044,"leads":1047},"An ad URL with ?v=shop or ?v=leads pre-selects the track and shows that track's intro. Visitors can still change it.",{"total_max":1054,"method":1055,"fix_ranking":1056,"rank_by":1061,"keep_it_label":1065},100,"Sum the points of the chosen option for each of the 10 scored questions. Each track's maximums add up to exactly 100. Qualification questions are never scored. \"Doesn't apply to us\" (not_applicable) scores full points and triggers no fix, so a symptom that can't happen to you never lowers the score. Higher score = fewer warning signs = numbers more likely to be trustworthy.",[1057,1058,1059,1060],"1. Collect every fix id in triggers_fixes of the chosen options. Remove duplicates.","2. Apply conditional_fixes (3 or more \"I don't know, or haven't checked\" answers puts the side-by-side comparison fix in first place).","3. Sort the rest by fix.impact (high to low), then by points lost on the triggering question (max_points minus points scored, high to low), then by question order.","4. Show the top 3. If fewer than 3 were triggered, fill the remaining places from fallback_fixes in order, skipping any already shown, and label them \"Keep it this way\".",[1062,1063,1064],"impact","points_lost","question_order","Keep it this way",[1067,1578],{"id":1044,"name":1068,"short_name":1069,"intro":1070,"qualification":1082,"questions":1148,"fixes":1343,"fallback_fixes":1514,"conditional_fixes":1515,"bands":1519,"diy_reality":1546,"pitch":1549,"content_links":1556,"ctas":1564,"next_step":1575},"Are your shop numbers lying to you?","shop quiz",{"headline":1071,"subheadline":1072,"meta_line":1036,"start_button":1073,"seasonal_variants":1074,"preselect_param":1081},"Your ad platforms say you made money. Does your bank agree?","Everyday symptoms you may already have noticed in your shop's numbers. Answer each in one tap and get a trust score out of 100, with plain next steps. No technical knowledge needed.","Check my shop's numbers",[1075],{"id":1076,"show_from":1077,"show_until":1078,"headline":1079,"subheadline":1080,"countdown_label":260,"countdown_target":260},"post_peak_2026","2026-12-01","2027-01-15","Black Friday is over. Did your numbers tell the truth?","Everyday symptoms, one tap each. Find out whether your peak-season reports match what really sold, before you plan next year's budget on them.","?v=shop",[1083,1101,1118,1135],{"id":1084,"text":1085,"helper":1086,"scored":266,"ask_after":1087,"options":1088},"spend_band","Roughly how much do you spend on ads per month, across all platforms?","This one isn't scored. It helps us point you to the right next step.","s3",[1089,1092,1095,1098],{"id":1090,"text":1091},"under_2k","Under €2k",{"id":1093,"text":1094},"2k_5k","€2k-5k",{"id":1096,"text":1097},"5k_15k","€5k-15k",{"id":1099,"text":1100},"15k_plus","€15k+",{"id":1102,"text":1103,"helper":1086,"scored":266,"ask_after":1104,"options":1105},"volume_band","Roughly how many orders do you get a month?","s6",[1106,1109,1112,1115],{"id":1107,"text":1108},"under_100","Under 100",{"id":1110,"text":1111},"100_499","100-499",{"id":1113,"text":1114},"500_1999","500-1,999",{"id":1116,"text":1117},"2000_plus","2,000+",{"id":1119,"text":1120,"helper":1086,"scored":266,"ask_after":1121,"options":1122},"role","Which best describes you?","s10",[1123,1126,1129,1132],{"id":1124,"text":1125},"owner","Owner or founder",{"id":1127,"text":1128},"marketing_lead","Marketing lead",{"id":1130,"text":1131},"agency","Agency (answering for a client)",{"id":1133,"text":1134},"other","Other",{"id":1136,"text":1137,"helper":1086,"scored":266,"ask_after":1119,"options":1138},"timing","When do you want this sorted?",[1139,1142,1145],{"id":1140,"text":1141},"this_month","This month",{"id":1143,"text":1144},"this_quarter","This quarter",{"id":1146,"text":1147},"exploring","Just exploring",[1149,1177,1200,1218,1237,1257,1277,1294,1311,1328],{"id":1150,"text":1151,"helper":1152,"why":1153,"max_points":1154,"options":1155,"sources":1174},"s1","How often have you seen Google Analytics show a very different number of orders from your shop admin, for the same days?","A small, steady gap is normal, because some visitors decline cookies or block tracking. We mean a big gap, a gap that suddenly changed, or Google Analytics showing more orders than you really had.","Your shop records every order. Google Analytics only records the orders its tracking code sees, so it normally shows a little less. A big or sudden gap usually points to tracking that stopped working on some orders, often after a site change, or to a cookie banner change. Google Analytics showing more orders than your shop usually points to orders being counted twice.",12,[1156,1160,1166,1170],{"id":1157,"text":1158,"points":1154,"triggers_fixes":1159},"a","Never",[],{"id":1161,"text":1162,"points":1163,"triggers_fixes":1164},"b","Once or twice",7,[1165],"s-compare-orders",{"id":1167,"text":1168,"points":274,"triggers_fixes":1169},"c","Often",[1165],{"id":1171,"text":1172,"points":5,"triggers_fixes":1173,"dont_know":261},"d","I don't know, or haven't checked",[1165],[1175,1176],"cm-dev","ga4-ecom",{"id":1178,"text":1179,"helper":1180,"why":1181,"max_points":1182,"options":1183,"sources":1197},"s2","How often does Meta (Facebook and Instagram ads) report a return on ad spend that looks much better than the money that actually reaches your bank?","Some gap is expected. We mean a gap big enough to make you doubt the ads. If you don't advertise on Meta, choose \"Doesn't apply to us\".","Meta counts a sale if it happened within the attribution window your campaigns use, which can include people who only saw an ad (check the setting in your own Ads Manager; we don't assume a default). It reports the value at checkout, before refunds and returns, and it can't see that the same customer also clicked a Google ad. So Meta's figure is usually higher than your bank account, by design. A gap that keeps growing, or appeared suddenly, is worth checking: it can mean purchases are being sent to Meta twice.",9,[1184,1186,1189,1191,1193],{"id":1157,"text":1158,"points":1182,"triggers_fixes":1185},[],{"id":1161,"text":1162,"points":1019,"triggers_fixes":1187},[1188],"s-meta-gap",{"id":1167,"text":1168,"points":274,"triggers_fixes":1190},[1188],{"id":1171,"text":1172,"points":5,"triggers_fixes":1192,"dont_know":261},[1188],{"id":1194,"text":1195,"points":1182,"triggers_fixes":1196,"not_applicable":261},"e","Doesn't apply to us",[],[1198,1199],"meta-insights","meta-dedup",{"id":1087,"text":1201,"helper":1202,"why":1203,"max_points":1204,"options":1205,"sources":1216},"How often has a sale day or promotion looked flat in Google Analytics, even though your shop was busy?","For example, a big discount day when orders poured in, but Google Analytics barely moved.","When orders go up and Google Analytics doesn't, it usually missed them. Common reasons: purchase tracking didn't work on a new or changed checkout page, a cookie banner change meant fewer visitors were measured, or the report was checked too soon. Google Analytics can take 24 to 48 hours to process data, and figures change during that time.",10,[1206,1208,1212,1214],{"id":1157,"text":1158,"points":1204,"triggers_fixes":1207},[],{"id":1161,"text":1162,"points":1209,"triggers_fixes":1210},6,[1211],"s-test-order",{"id":1167,"text":1168,"points":274,"triggers_fixes":1213},[1211],{"id":1171,"text":1172,"points":5,"triggers_fixes":1215,"dont_know":261},[1165],[1217,1175],"ga4-fresh",{"id":1219,"text":1220,"helper":1221,"why":1222,"max_points":1223,"options":1224,"sources":1234},"s4","How often have visits marked \"Direct\" in Google Analytics suddenly jumped, without a reason you know of?","\"Direct\" is where Google Analytics puts visits it can't link to an ad, an email, a search or another website.","Google Analytics labels a visit \"Direct\" when it has no clear source. A jump can be real, for example after press coverage or a print campaign. But it often means source information is being lost: links in emails or posts without tracking tags, redirects that strip those tags, link shorteners, or ad blockers. When that happens, sales your ads or emails brought in get credited to \"Direct\", and the ads look worse than they are.",8,[1225,1227,1230,1232],{"id":1157,"text":1158,"points":1223,"triggers_fixes":1226},[],{"id":1161,"text":1162,"points":1019,"triggers_fixes":1228},[1229],"s-direct-jump",{"id":1167,"text":1168,"points":274,"triggers_fixes":1231},[1229],{"id":1171,"text":1172,"points":5,"triggers_fixes":1233,"dont_know":261},[1229],[1235,1236],"ga4-traffic-source","ga4-channels",{"id":1238,"text":1239,"helper":1240,"why":1241,"max_points":1182,"options":1242,"sources":1254},"s5","How often do Google Ads and Meta together claim more sales than your shop actually had?","Add up the sales each platform reports for a week, and compare the total with your shop's orders for the same week. If you only advertise on one of them, choose \"Doesn't apply to us\".","Each ad platform counts the sales that followed its own ads. A customer who clicked a Google ad on Monday and a Meta ad on Wednesday can be counted once by each, so added together they claim more than you sold. Google Ads also includes estimated (modelled) sales in its count. This is normal and doesn't mean anything is broken, but it does mean you can't add the platforms' numbers together. If the overlap grows suddenly, check for double counting.",[1243,1245,1248,1250,1252],{"id":1157,"text":1158,"points":1182,"triggers_fixes":1244},[],{"id":1161,"text":1162,"points":1019,"triggers_fixes":1246},[1247],"s-platform-overlap",{"id":1167,"text":1168,"points":274,"triggers_fixes":1249},[1247],{"id":1171,"text":1172,"points":5,"triggers_fixes":1251,"dont_know":261},[1247],{"id":1194,"text":1195,"points":1182,"triggers_fixes":1253,"not_applicable":261},[],[1255,1198,1256],"ads-windows","ads-modeled",{"id":1104,"text":1258,"helper":1259,"why":1260,"max_points":1223,"options":1261,"sources":1271},"How often does the revenue in your reports differ from what your payment provider actually pays out, by more than anyone can explain?","Payouts are the money that lands in your bank from Shopify Payments, Stripe, PayPal or a similar provider.","Reports and payouts measure different things. Ad platforms and Google Analytics record the order value at checkout, and don't hear about refunds unless your setup tells them. Payouts arrive on a schedule, days or weeks after the sale, with fees shown separately, and can be reduced by chargebacks and by money held back to cover disputes and refunds. Your shop's own sales reports may include cancelled or unpaid orders, and show returns on the day they're processed. A gap you can explain is normal. A gap nobody can explain is worth checking.",[1262,1264,1267,1269],{"id":1157,"text":1158,"points":1223,"triggers_fixes":1263},[],{"id":1161,"text":1162,"points":1019,"triggers_fixes":1265},[1266],"s-revenue-payouts",{"id":1167,"text":1168,"points":274,"triggers_fixes":1268},[1266],{"id":1171,"text":1172,"points":5,"triggers_fixes":1270,"dont_know":261},[1266],[1272,1273,1274,1275,1276],"shopify-sales","shopify-payouts","shopify-payout-schedule","shopify-chargebacks","ga4-recommended",{"id":1278,"text":1279,"helper":1280,"why":1281,"max_points":1154,"options":1282,"sources":1292},"s7","After installing an app or plugin, or adding new tracking, how often have sales in Google Analytics or your ad platforms jumped while your real orders stayed the same?","For example, Google Analytics or Meta suddenly showing far more sales than usual, while your shop admin shows a normal week.","When reported sales jump and real orders don't, the usual cause is that the same purchase is now counted twice: a new app and an older piece of tracking both send it, or your website and your server both send it to Meta without a shared ID. Google Analytics and Google Ads only ignore a repeat when it carries the same order number, and Meta only merges two copies that share the same event ID and arrive within 48 hours. Double counting makes ads look better than they are, and the platforms then spend your budget chasing it.",[1283,1285,1288,1290],{"id":1157,"text":1158,"points":1154,"triggers_fixes":1284},[],{"id":1161,"text":1162,"points":1163,"triggers_fixes":1286},[1287],"s-double-count",{"id":1167,"text":1168,"points":274,"triggers_fixes":1289},[1287],{"id":1171,"text":1172,"points":5,"triggers_fixes":1291,"dont_know":261},[1287],[1176,1293,1199],"ads-txid",{"id":1295,"text":1296,"helper":1297,"why":1298,"max_points":1154,"options":1299,"sources":1309},"s8","After a theme, checkout or payment change, how often have your reported sales dropped or shifted in ways your real orders didn't?","For example, Google Analytics sales falling after a new theme went live, or sales suddenly credited to PayPal or a bank's card check page instead of your ads.","Theme, checkout and payment changes can replace the pages that send the purchase to Google Analytics and your ad platforms. A drop usually means purchase tracking stopped working on some or all orders. Sales suddenly credited to a payment site usually means customers coming back from that payment page are being treated as new visits from it, which Google Analytics can be told to ignore.",[1300,1302,1305,1307],{"id":1157,"text":1158,"points":1154,"triggers_fixes":1301},[],{"id":1161,"text":1162,"points":1163,"triggers_fixes":1303},[1304],"s-change-check",{"id":1167,"text":1168,"points":274,"triggers_fixes":1306},[1304],{"id":1171,"text":1172,"points":5,"triggers_fixes":1308,"dont_know":261},[1304],[1310],"ga4-referrals",{"id":1312,"text":1313,"helper":1314,"why":1315,"max_points":1204,"options":1316,"sources":1326},"s9","How often does your agency's or freelancer's report disagree with the numbers you see yourself?","If nobody else reports on your ads, compare any two reports you rely on, for example the Google Ads app and Google Analytics.","Reports often answer slightly different questions. Google Ads puts a sale on the date of the ad interaction (usually the click), your shop on the day of the order. Reports can use different attribution settings, different definitions of revenue, and include estimated sales or not. Disagreement isn't proof that anyone is wrong. But if nobody can explain the difference in one sentence, it's worth checking which rules each report uses.",[1317,1319,1322,1324],{"id":1157,"text":1158,"points":1204,"triggers_fixes":1318},[],{"id":1161,"text":1162,"points":1209,"triggers_fixes":1320},[1321],"s-same-rules",{"id":1167,"text":1168,"points":274,"triggers_fixes":1323},[1321],{"id":1171,"text":1172,"points":5,"triggers_fixes":1325,"dont_know":261},[1321],[1327,1255,1256],"ads-conv-time",{"id":1121,"text":1329,"helper":1330,"why":1331,"max_points":1204,"options":1332,"sources":1342},"How often does a meeting or decision stall because nobody can say which number is right?","For example, three people quoting three different revenue figures for last month.","This symptom tends to cost the most, because decisions wait or get made on the wrong number. It usually points to no agreed answer on which source is the record for what: your shop for orders and revenue, your bank for cash, each ad platform for how its own ads performed, Google Analytics for what visitors do on your site.",[1333,1335,1338,1340],{"id":1157,"text":1158,"points":1204,"triggers_fixes":1334},[],{"id":1161,"text":1162,"points":1209,"triggers_fixes":1336},[1337],"s-number-owner",{"id":1167,"text":1168,"points":274,"triggers_fixes":1339},[1337],{"id":1171,"text":1172,"points":5,"triggers_fixes":1341,"dont_know":261},[1337],[],[1344,1361,1378,1394,1410,1426,1441,1456,1471,1486,1501],{"id":1165,"title":1345,"impact":1204,"effort":1346,"explanation":1347,"diy_steps":1348,"for_implementer":1353,"sources":1354,"triggered_by":1355},"Put 30 days of Google Analytics and shop orders side by side","About 30 minutes, with the free Missing Orders sheet","This one comparison answers most of the questions in this quiz: how far Google Analytics is from your real orders, in orders and in euros, and whether the gap is steady or changing. Do it before changing anything else.",[1349,1350,1351,1352],"Pick 30 days that ended at least 3 days ago, so Google Analytics has finished processing them.","Export daily orders and revenue from your shop admin, and daily purchases and revenue from Google Analytics, for the same days.","Paste both into the Missing Orders sheet. It shows the gap in orders and in euros, and flags days that look wrong.","If Google Analytics shows more orders than your shop, check for double counting first. If it shows far fewer, check the days where the gap jumped.","Use the same date range and time zone on both sides. Remove test, cancelled and failed orders from the shop side, or note that they're included. Compare the GA4 purchase event count with the number of unique transaction IDs for the same period to spot duplicates.",[1217,1176],[1356,1357,1358,1359,1360],"s1.b","s1.c","s1.d","s3.d","rule: dont_know_count >= 3",{"id":1188,"title":1362,"impact":1163,"effort":1363,"explanation":1364,"diy_steps":1365,"for_implementer":1370,"sources":1371,"triggered_by":1374},"Compare Meta's sales with your real orders, like for like","About 30 minutes a month","Meta's number and your bank will rarely match, and that's by design. The useful question is whether the gap is stable. A gap that grows or jumps is worth checking.",[1366,1367,1368,1369],"In Meta Ads Manager, note which attribution setting your campaigns use. Check it in your own account rather than assuming a default: Meta has changed it more than once.","For one month, put Meta's reported purchases and purchase value next to your shop's orders and revenue after refunds. The Missing Orders sheet has a column for Meta.","Track the ratio month by month. A steady ratio is a reporting difference. A sudden change is worth checking.","If Meta's numbers changed from late March 2026, check Meta's new click rules (below) before deciding your ads got better or worse.","Meta announced on 3 March 2026, with a staged rollout from later that month, that only link clicks (clicks that take someone to your website) count for click-through attribution; conversions after likes, shares or saves now sit under engage-through. Meta said the old difference in what counts as a click \"can lead to inconsistency\" between Ads Manager and third-party tools, and that the change aims to \"significantly reduce measurement misalignment\". If both the pixel and the Conversions API send purchases, confirm they share event_name and event_id: Meta deduplicates only events received within 48 hours of the first one with that event_id. In the API, check action_report_time (impression vs conversion) in any reporting tool.",[1198,1372,1373,1199],"meta-click-2026","meta-click-ppc",[1375,1376,1377],"s2.b","s2.c","s2.d",{"id":1211,"title":1379,"impact":1182,"effort":1380,"explanation":1381,"diy_steps":1382,"for_implementer":1388,"sources":1389,"triggered_by":1390},"Follow one test order all the way through","About 1 hour, plus a 2-day wait","A test order shows whether a real purchase reaches Google Analytics and your ad platforms once, with the right value. It's the quickest way to find out whether a flat sale day was a tracking gap.",[1383,1384,1385,1386,1387],"Place a real order on your live shop (a cheap product or a discount code is fine), paying the way most of your customers do.","Note the time, the order number and the value.","Two days later, find it in Google Analytics, and look for a purchase at that time in Google Ads and Meta. You want exactly one purchase, with the right value, in each.","Repeat with your second most used payment method, and after every checkout or payment change.","Cancel or refund the order, and tell whoever reads the reports.","Use GA4 Realtime or DebugView for the immediate check, Google Ads conversion action diagnostics, and Meta Events Manager's test events. Confirm transaction_id, value and currency match the order, and that exactly one event per tool is recorded.",[1217,1176],[1391,1392,1393],"s3.b","s3.c","fallback",{"id":1229,"title":1395,"impact":1209,"effort":1396,"explanation":1397,"diy_steps":1398,"for_implementer":1403,"sources":1404,"triggered_by":1406},"Find out where your \"Direct\" visits really come from","1-2 hours","If Direct jumped and nothing in the real world explains it, something probably started dropping source information. Finding it gives your ads and emails back the credit they earned.",[1399,1400,1401,1402],"In Google Analytics, find the day Direct started rising, and check what changed that week: a new site, redirects, a new email tool, a link shortener, a new cookie banner.","Check that links in your emails, social posts and ads carry tracking tags (UTM tags), and that auto-tagging is on in Google Ads.","Click your own ad and email links and check the tags are still in the address bar when the page has loaded. If they disappear, a redirect is removing them.","Look at which pages Direct visitors land on. Deep product pages nobody would type in by hand usually mean lost tags, not real direct visits.","Check redirect chains (including http to https and trailing-slash rules) keep the query string, including gclid and UTM parameters. Compare landing page against session source\u002Fmedium for (direct) \u002F (none). Confirm the GA4 tag fires on all pages.",[1235,1405],"ads-autotag",[1407,1408,1409],"s4.b","s4.c","s4.d",{"id":1247,"title":1411,"impact":1209,"effort":1412,"explanation":1413,"diy_steps":1414,"for_implementer":1419,"sources":1420,"triggered_by":1422},"Stop adding up the ad platforms' sales","10 minutes a week","Use each platform's numbers to compare its own campaigns, and your shop's orders as the total. Then watch the overlap, not the sum.",[1415,1416,1417,1418],"Each week, write down three numbers: shop orders, Google Ads purchases, Meta purchases.","Divide the platforms' combined purchases by your shop orders. That's your overlap.","A steady overlap is normal. A sudden rise usually means something is being counted twice.","Judge your overall return on ad spend from shop revenue divided by total ad spend, not from the platforms' own figures.","The Google Ads Conversions column includes modelled conversions and dates them by the date of the ad interaction (usually the click); use \"Conversions (by conv. time)\" for reconciliation. Check whether Google Ads imports a GA4 key event and also runs its own tag for the same purchase as primary.",[1256,1327,1421],"ads-primary",[1423,1424,1425],"s5.b","s5.c","s5.d",{"id":1266,"title":1427,"impact":1019,"effort":1428,"explanation":1429,"diy_steps":1430,"for_implementer":1435,"sources":1436,"triggered_by":1437},"Agree what \"revenue\" means, and match it to payouts once a month","About 1 hour a month","Payouts arrive later than sales, with fees, refunds and chargebacks along the way. Once you know how each number is built, the gap becomes predictable, and anything left over is worth a look.",[1431,1432,1433,1434],"Decide which revenue you mean in meetings: with or without VAT, shipping, discounts and refunds.","Once a month, match your payment provider's payout report to your shop's orders for the same period, allowing for fees, refunds, chargebacks and payouts that land days later.","Ask your developer what order value is sent to Google Analytics, Google Ads and Meta, and make it the same in all three.","If refunds are a big part of your business, ask whether refunds are sent to Google Analytics too.","Document whether the purchase value includes tax and shipping, and keep it identical across GA4, Google Ads and Meta. GA4 has a recommended refund event; send it with the original transaction_id. Shopify sales reports include pending, unpaid and cancelled orders and show reversals on the day processed; chargebacks aren't in sales reports and, with Shopify Payments, are deducted from the next available payout.",[1272,1273,1275,1276,1176],[1438,1439,1440],"s6.b","s6.c","s6.d",{"id":1287,"title":1442,"impact":1204,"effort":1443,"explanation":1444,"diy_steps":1445,"for_implementer":1450,"sources":1451,"triggered_by":1452},"Check whether some sales are counted twice","1-2 hours for a developer","When reported sales jump and orders don't, double counting is the first thing to rule out. It makes ads look better than they are, and ad platforms then spend more chasing results that didn't happen.",[1446,1447,1448,1449],"Write down what was installed or changed just before the jump.","Place a test order and check it appears once, not twice, in Google Analytics, Google Ads and Meta.","Ask your developer for a list of everything that sends purchases: shop apps, plugins, Google Tag Manager, code in the theme. More than one route to the same platform is the usual cause.","Make sure every purchase carries your shop's own order number.","GA4 deduplicates purchases with the same transaction_id (web streams only; never send an empty transaction_id, or GA4 merges all of those purchases into one). Google Ads treats a second conversion with the same transaction ID for the same conversion action as a duplicate. Meta merges pixel and Conversions API events only when event_name and event_id match, within 48 hours of the first. Compare the GA4 purchase count with unique transaction IDs.",[1176,1293,1199],[1453,1454,1455],"s7.b","s7.c","s7.d",{"id":1304,"title":1457,"impact":1182,"effort":1458,"explanation":1459,"diy_steps":1460,"for_implementer":1465,"sources":1466,"triggered_by":1467},"Re-test tracking after every theme, checkout or payment change","15 minutes per change","A short check after each change catches problems in days, not months.",[1461,1462,1463,1464],"Keep a simple change log: date, what changed, who did it.","After each theme, checkout, app or payment change, place a test order and confirm it reaches Google Analytics and your ad platforms once, with the right value.","If sales started being credited to PayPal, Klarna or a bank's card check page, ask for those sites to be added to Google Analytics' list of unwanted referrals.","For a week after the change, compare daily Google Analytics purchases with shop orders.","GA4 unwanted referrals: Admin > Data streams > web stream > Configure tag settings > List unwanted referrals. Check the purchase event fires on the new order confirmation page and that consent signals still pass after banner or theme changes.",[1310],[1468,1469,1470,1393],"s8.b","s8.c","s8.d",{"id":1321,"title":1472,"impact":1163,"effort":1473,"explanation":1474,"diy_steps":1475,"for_implementer":1480,"sources":1481,"triggered_by":1482},"Ask for every report to use the same rules","One email and a 20-minute call","Most disagreements disappear once both reports use the same dates, the same definitions and the same source for the total.",[1476,1477,1478,1479],"Send whoever prepares the report five questions: Which dates and time zone? Are sales counted on the date of the ad interaction (usually the click) or the day of the order? Which attribution setting? Is revenue with or without VAT, shipping and refunds? Are estimated (modelled) sales included?","Ask for one line in every report: your shop's orders and revenue for the same period, next to the platform figures.","Agree which number decides budget. We suggest your shop's orders and revenue, with platform numbers for comparing campaigns.","Treat an unexplained difference as worth checking, not as proof of a problem.","Google Ads standard columns date conversions by the date of the ad interaction (usually the click); \"Conversions (by conv. time)\" dates them by conversion. Meta's API can report by impression time or conversion time (action_report_time); check which one the reporting tool uses. Note attribution settings and whether modelled conversions are included.",[1327,1198,1256],[1483,1484,1485],"s9.b","s9.c","s9.d",{"id":1337,"title":1487,"impact":1223,"effort":1488,"explanation":1489,"diy_steps":1490,"for_implementer":1495,"sources":1496,"triggered_by":1497},"Decide which number answers which question, and write it down","One 30-minute meeting","Arguments about numbers usually end when everyone agrees which source is the record for what.",[1491,1492,1493,1494],"Agree the record for each question: shop admin for orders and revenue, bank or payouts for cash, each ad platform for comparing its own campaigns, Google Analytics for what visitors do on the site.","Write it on one page and share it with your team and your agency.","Name one person who checks once a week that the numbers still make sense together.","When two numbers disagree, ask \"is this gap normal for us?\" rather than \"which one is right?\"","Document the time zone, currency, attribution setting and revenue definition of every tool, and note which settings can't be changed.",[],[1498,1499,1500],"s10.b","s10.c","s10.d",{"id":1502,"title":1503,"impact":921,"effort":1504,"explanation":1505,"diy_steps":1506,"for_implementer":1511,"sources":1512,"triggered_by":1513},"s-weekly-check","Set up a weekly 15-minute numbers check","15 minutes a week","Your answers suggest your numbers mostly agree. A short weekly check is what keeps them that way.",[1507,1508,1509,1510],"Every Monday, write down last week's shop orders, Google Analytics purchases, Google Ads purchases and Meta purchases.","Compare each with its usual gap. Same as usual: done. Very different: check what changed.","Look at the week before last, too. Ad platforms keep adding late sales to earlier days: Google Ads files each one under the date of the ad interaction (usually the click).","Note any site, app or cookie banner change next to the week it happened.","Compare weeks at the same lag, for example 7 days after each week ended. Use the Google Ads \"by conv. time\" columns for reconciliation.",[1217,1327],[1393],[1502,1211,1304],[1516],{"fix":1165,"when":1517,"rank":1518},"dont_know_count >= 3","first",[1520,1526,1533,1540],{"id":1521,"min":274,"max":1522,"name":1523,"headline":1524,"body":1525},"b1",39,"Mostly fiction","Your numbers are hard to trust right now. That's fixable.","You've seen several warning signs often, or haven't been able to check. Symptoms suggest, they don't diagnose, and some have harmless explanations. But taken together, they're worth checking before your next budget decision, because right now your reports may not reflect your real orders and revenue. Start with the three checks below.",{"id":1527,"min":1528,"max":1529,"name":1530,"headline":1531,"body":1532},"b2",40,59,"Unreliable narrator","Your numbers tell a story. Parts of it may not be true.","Some symptoms show up regularly. That doesn't mean your tracking is broken, but it does mean some numbers shouldn't be taken at face value until you've compared them with your real orders and revenue. The three checks below are the best place to start.",{"id":1534,"min":1535,"max":1536,"name":1537,"headline":1538,"body":1539},"b3",60,79,"The odd white lie","Mostly trustworthy, with a few things worth checking.","Your numbers mostly hang together. The symptoms you've seen once or twice are worth a closer look before your next site change, campaign or budget decision.",{"id":1541,"min":1542,"max":1054,"name":1543,"headline":1544,"body":1545},"b4",80,"Mostly honest","Your numbers seem to be telling the truth. Keep it that way.","You rarely see the warning signs. This score is based on what you've noticed, not a technical check, so the best way to keep it high is a short routine that catches problems early.",{"heading":1547,"body":1548},"Checking this yourself, every week","Every step above can be done without Trackian. The hard part is doing it every week. Google Analytics, Google Ads, Meta and your shop each count sales their own way, on their own schedule, and any app install or theme update can quietly change one of them. Someone has to compare them all, and know which gaps are normal for your shop and which mean something broke.",{"heading":1550,"body":1551},"Or get a second opinion on every number, every night",[1552,1553,1554,1555],"Trackian is a marketing brain for your business. It joins your ads, site and shop data through 40+ integrations, including Google Ads, Meta Ads, Microsoft Ads, Google Analytics (GA4) and your store, whether it runs on Shopify, WooCommerce, Magento, PrestaShop or OpenCart. Your ERP or other tools connect through API, webhooks or MCP.","It calculates every number in code from the joined data, checks them every night, and flags what moved, why, and whether it's real or broken tracking. It compares your store's orders with Google Analytics and the ad platforms' purchases, and flags a widening gap the next morning.","The AI only explains the numbers; it doesn't calculate them. And a specialist reviews findings before they reach you.","If you'd rather not fix it yourself, our specialists can: the Fix Sprint covers GA4, Google Tag Manager, and Google Ads and Meta conversion settings. It's delivered by people and priced separately.",[1557],{"id":1558,"type":1559,"label":1560,"subtext":1561,"url":1562,"placement":1563},"missing_sheet","text_link","Get the free Missing Orders sheet","Paste 30 days of Google Analytics and shop numbers into a simple spreadsheet and see the gap in orders and in euros. Most of the checks above start here.","https:\u002F\u002Ftrackian.com\u002Fresources\u002Fmissing-orders-leads-sheet\u002Forders","directly under the 3 checks, above \"Checking this yourself, every week\"",[1565],{"id":1566,"order":5,"type":1567,"heading":1568,"label":1569,"subtext":1570,"own_numbers_line":1571,"note":1572,"url":1573,"show_when":1574},"check_24h","primary","Step 3 - get your numbers checked in 24 hours, free.","Get my free Missing Orders Check","A Trackian specialist compares what your tracking recorded with your real orders and tells you within 24 hours what's missing, why, and what to fix first. Free - we ask a few short questions first to make sure it's a fit.","You said you spend {spend_band_label} a month on ads and get {volume_band_label} orders a month. If the symptoms you noticed are real, that spend is being steered by numbers that don't match those orders - the check confirms it or rules it out.","Delivered by people, not scripts. Not sure you can trust your numbers, or the people reporting them? This is the second opinion.","https:\u002F\u002Ftrackian.com\u002Fmissing-orders-check","always",{"type":1559,"label":1576,"url":1577},"Step 2 of 3: read why Meta, Google Ads, Google Analytics and your shop never agree - the ten reasons behind these symptoms, and which number to use for which decision","https:\u002F\u002Ftrackian.com\u002Fresources\u002Fwhy-numbers-never-agree",{"id":1047,"name":1579,"short_name":1580,"intro":1581,"qualification":1587,"questions":1623,"fixes":1788,"fallback_fixes":1949,"conditional_fixes":1950,"bands":1952,"diy_reality":1959,"pitch":1961,"content_links":1965,"ctas":1970,"next_step":1976},"Are your lead numbers lying to you?","lead-gen quiz",{"headline":1582,"subheadline":1583,"meta_line":1036,"start_button":1584,"seasonal_variants":1585,"preselect_param":1586},"Cost per lead went down. Sales says the leads got worse. Which number is lying?","Everyday symptoms you may already have noticed in your lead numbers. Answer each in one tap and get a trust score out of 100, with plain next steps. No technical knowledge needed.","Check my lead numbers",[],"?v=leads",[1588,1595,1611,1618],{"id":1084,"text":1085,"helper":1086,"scored":266,"ask_after":1589,"options":1590},"l3",[1591,1592,1593,1594],{"id":1090,"text":1091},{"id":1093,"text":1094},{"id":1096,"text":1097},{"id":1099,"text":1100},{"id":1102,"text":1596,"helper":1086,"scored":266,"ask_after":1597,"options":1598},"Roughly how many leads do you get a month?","l6",[1599,1602,1605,1608],{"id":1600,"text":1601},"under_20","Under 20",{"id":1603,"text":1604},"20_49","20-49",{"id":1606,"text":1607},"50_199","50-199",{"id":1609,"text":1610},"200_plus","200+",{"id":1119,"text":1120,"helper":1086,"scored":266,"ask_after":1612,"options":1613},"l10",[1614,1615,1616,1617],{"id":1124,"text":1125},{"id":1127,"text":1128},{"id":1130,"text":1131},{"id":1133,"text":1134},{"id":1136,"text":1137,"helper":1086,"scored":266,"ask_after":1119,"options":1619},[1620,1621,1622],{"id":1140,"text":1141},{"id":1143,"text":1144},{"id":1146,"text":1147},[1624,1642,1658,1674,1690,1706,1724,1740,1757,1773],{"id":1625,"text":1626,"helper":1627,"why":1628,"max_points":1154,"options":1629,"sources":1639},"l1","How often does Google Ads report more leads than your team actually received?","Compare the leads Google Ads shows for a week with the enquiries, calls and bookings your team logged for the same week.","Google Ads counts whatever it has been told is a lead. It reports more than you received when spam form fills are counted, when one person sending the form twice counts twice, when two pieces of tracking count the same enquiry, or when leads from forms inside the ad itself stay in Google Ads and never reach your team (Google keeps those for 60 days). Google Ads also includes some estimated (modelled) conversions, and puts each lead on the date of the ad interaction (usually the click), so weekly totals rarely match exactly.",[1630,1632,1635,1637],{"id":1157,"text":1158,"points":1154,"triggers_fixes":1631},[],{"id":1161,"text":1162,"points":1163,"triggers_fixes":1633},[1634],"l-compare-leads",{"id":1167,"text":1168,"points":274,"triggers_fixes":1636},[1634],{"id":1171,"text":1172,"points":5,"triggers_fixes":1638,"dont_know":261},[1634],[1640,1256,1327,1641],"ads-counting","ads-leadform",{"id":1643,"text":1644,"helper":1645,"why":1646,"max_points":1204,"options":1647,"sources":1657},"l2","How often has your cost per lead gone down while your sales team says the leads got worse?","In other words: more leads, cheaper, but fewer real customers.","Ad platforms aim for whatever you've told them counts as a lead, and look for more of it at a lower cost. If spam, half-finished forms or low-value actions count as leads, the platforms can find plenty of those cheaply, so cost per lead falls while real enquiries don't improve. In Google Ads, only actions set as \"primary\" are used for bidding, so what's set as primary decides what the ads chase.",[1648,1650,1653,1655],{"id":1157,"text":1158,"points":1204,"triggers_fixes":1649},[],{"id":1161,"text":1162,"points":1209,"triggers_fixes":1651},[1652],"l-real-goal",{"id":1167,"text":1168,"points":274,"triggers_fixes":1654},[1652],{"id":1171,"text":1172,"points":5,"triggers_fixes":1656,"dont_know":261},[1652],[1421],{"id":1589,"text":1659,"helper":1660,"why":1661,"max_points":1223,"options":1662,"sources":1672},"How often do leads arrive with no source, so nobody can tell which ad, search or campaign they came from?","For example, enquiries in your inbox or CRM marked \"unknown\", \"direct\" or blank.","A lead only keeps its source if your form saves it, and many forms don't unless someone sets them up to. The source also gets lost when links lack tracking tags, when redirects strip them, or when a booking or form tool runs on another website without being linked to yours. Google's own click ID only reaches your form if it survives every redirect on the way.",[1663,1665,1668,1670],{"id":1157,"text":1158,"points":1223,"triggers_fixes":1664},[],{"id":1161,"text":1162,"points":1019,"triggers_fixes":1666},[1667],"l-save-source",{"id":1167,"text":1168,"points":274,"triggers_fixes":1669},[1667],{"id":1171,"text":1172,"points":5,"triggers_fixes":1671,"dont_know":261},[1667],[1235,1405,1673],"ga4-cross-domain",{"id":1675,"text":1676,"helper":1677,"why":1678,"max_points":1204,"options":1679,"sources":1689},"l4","How often has a wave of spam or junk enquiries shown up as leads in Google Ads, Meta or Google Analytics?","For example, a sudden batch of fake names and phone numbers, and a matching jump in reported leads.","To an ad platform, a form submission is a lead, whether it comes from a customer or a bot. If spam gets through your form, and the lead is counted when the button is pressed rather than after the submission has been checked, junk is counted as a conversion everywhere, and the ads learn to find more of it.",[1680,1682,1685,1687],{"id":1157,"text":1158,"points":1204,"triggers_fixes":1681},[],{"id":1161,"text":1162,"points":1209,"triggers_fixes":1683},[1684],"l-spam",{"id":1167,"text":1168,"points":274,"triggers_fixes":1686},[1684],{"id":1171,"text":1172,"points":5,"triggers_fixes":1688,"dont_know":261},[1684],[1421],{"id":1691,"text":1692,"helper":1693,"why":1694,"max_points":1204,"options":1695,"sources":1705},"l5","How often does one enquiry show up as two or more leads in your reports?","For example, Google Ads or Google Analytics showing two leads when one person filled in the form once.","Usually two pieces of tracking count the same thing: one on the \"send\" button and one on the thank-you page, or a form plugin and a separate tag both sending the lead. It also happens when Google Ads counts every conversion after a click rather than one; for leads, Google's own examples count one per click.",[1696,1698,1701,1703],{"id":1157,"text":1158,"points":1204,"triggers_fixes":1697},[],{"id":1161,"text":1162,"points":1209,"triggers_fixes":1699},[1700],"l-double",{"id":1167,"text":1168,"points":274,"triggers_fixes":1702},[1700],{"id":1171,"text":1172,"points":5,"triggers_fixes":1704,"dont_know":261},[1700],[1640],{"id":1597,"text":1707,"helper":1708,"why":1709,"max_points":1223,"options":1710,"sources":1722},"How often do phone calls or bookings that came from your ads go missing from your reports?","For example, a busy week of calls and appointments that barely shows up in Google Ads or Google Analytics. If you don't take calls or bookings, choose \"Doesn't apply to us\".","Calls and bookings are only counted if tracking is set up for them. Google Ads can count calls from ads and from your website, but only once call reporting and call conversions are set up. Google Analytics can record a tap on your phone number, but that's a tap, not a completed call. A booking tool on another website doesn't report back to Google Analytics unless it's been set up to.",[1711,1713,1716,1718,1720],{"id":1157,"text":1158,"points":1223,"triggers_fixes":1712},[],{"id":1161,"text":1162,"points":1019,"triggers_fixes":1714},[1715],"l-calls-bookings",{"id":1167,"text":1168,"points":274,"triggers_fixes":1717},[1715],{"id":1171,"text":1172,"points":5,"triggers_fixes":1719,"dont_know":261},[1715],{"id":1194,"text":1195,"points":1223,"triggers_fixes":1721,"not_applicable":261},[],[1723,1673],"ads-calls",{"id":1725,"text":1726,"helper":1727,"why":1728,"max_points":1204,"options":1729,"sources":1739},"l7","How often do you get real enquiries that the ad platforms and Google Analytics never counted?","For example, people who say they found you through an ad or a search, while no tool recorded a lead.","Some genuine leads never reach the tracking: visitors who decline cookies (with some cookie banner setups, nothing is sent to Google at all), ad blockers, a form or page where the tracking isn't installed, or people who email or call directly. A few missing is normal. A lot missing usually means part of the site isn't tracked, or the cookie banner is set up so that declined visits send nothing.",[1730,1732,1735,1737],{"id":1157,"text":1158,"points":1204,"triggers_fixes":1731},[],{"id":1161,"text":1162,"points":1209,"triggers_fixes":1733},[1734],"l-uncounted",{"id":1167,"text":1168,"points":274,"triggers_fixes":1736},[1734],{"id":1171,"text":1172,"points":5,"triggers_fixes":1738,"dont_know":261},[1734],[1175,1235],{"id":1741,"text":1742,"helper":1743,"why":1744,"max_points":1154,"options":1745,"sources":1756},"l8","After a website, form or cookie banner change, how often have your reported leads jumped or dropped while real enquiries stayed about the same?","For example, a new form plugin or landing page, followed by a very different lead count in Google Ads or Google Analytics.","When reported leads change and real enquiries don't, the tracking changed, not the demand. A new form plugin, page builder update or landing page can stop the lead from being sent, or start sending it twice. A cookie banner change can change how many visitors are measured overnight.",[1746,1748,1751,1753],{"id":1157,"text":1158,"points":1154,"triggers_fixes":1747},[],{"id":1161,"text":1162,"points":1163,"triggers_fixes":1749},[1750],"l-change-check",{"id":1167,"text":1168,"points":274,"triggers_fixes":1752},[1750],{"id":1171,"text":1172,"points":5,"triggers_fixes":1754,"dont_know":261},[1755],"l-test-lead",[1175],{"id":1758,"text":1759,"helper":1760,"why":1761,"max_points":1204,"options":1762,"sources":1772},"l9","How often does your agency's or freelancer's report disagree with your own list of leads?","If nobody else reports on your ads, compare any two sources you rely on, for example Google Ads and your inbox.","Reports often answer slightly different questions. Google Ads puts a lead on the date of the ad interaction (usually the click), your inbox on the day it arrived. Reports can include spam or not, count one lead per click or every form sent, include calls and bookings or forms only, and include estimated conversions or not. Disagreement isn't proof that anyone is wrong. But if nobody can explain the difference in one sentence, it's worth checking which rules each report uses.",[1763,1765,1768,1770],{"id":1157,"text":1158,"points":1204,"triggers_fixes":1764},[],{"id":1161,"text":1162,"points":1209,"triggers_fixes":1766},[1767],"l-same-rules",{"id":1167,"text":1168,"points":274,"triggers_fixes":1769},[1767],{"id":1171,"text":1172,"points":5,"triggers_fixes":1771,"dont_know":261},[1767],[1327,1640,1256],{"id":1612,"text":1774,"helper":1775,"why":1776,"max_points":1204,"options":1777,"sources":1787},"How often does a meeting or decision stall because nobody can say how many real leads you got?","For example, the ads report one number, sales quotes another, and the budget decision waits.","This symptom tends to cost the most, because decisions wait or get made on the wrong number. It usually points to no agreed answer on which source is the record for what: your own lead list for real leads, your sales team for lead quality, each ad platform for how its own ads performed, Google Analytics for what visitors do on your site.",[1778,1780,1783,1785],{"id":1157,"text":1158,"points":1204,"triggers_fixes":1779},[],{"id":1161,"text":1162,"points":1209,"triggers_fixes":1781},[1782],"l-number-owner",{"id":1167,"text":1168,"points":274,"triggers_fixes":1784},[1782],{"id":1171,"text":1172,"points":5,"triggers_fixes":1786,"dont_know":261},[1782],[],[1789,1805,1821,1836,1850,1865,1880,1896,1907,1918,1927,1937],{"id":1634,"title":1790,"impact":1204,"effort":1791,"explanation":1792,"diy_steps":1793,"for_implementer":1798,"sources":1799,"triggered_by":1801},"Put 12 weeks of reported leads next to the leads you really received","About 30 minutes, with the free Missing Leads sheet","This one comparison answers most of the questions in this quiz: how far Google Ads and Google Analytics are from your real lead count, whether the gap is steady or changing, and how much of it is spam. Do it before changing anything else.",[1794,1795,1796,1797],"Pick 12 full weeks that ended at least 3 days ago.","For each week, note the leads Google Ads reports, the leads Google Analytics recorded, and the enquiries you actually received (forms, phone, email, bookings), including how many were junk.","Paste them into the Missing Leads sheet. It shows the gap each week and what the uncounted leads are worth.","If Google Ads reports more leads than you received, look at spam and double counting first. If it reports fewer, look at calls, bookings and pages without tracking.","Google Ads standard columns date conversions by the date of the ad interaction (usually the click); use \"Conversions (by conv. time)\" when comparing with weeks of received leads. Check the counting setting (One or Every) on each lead action. Download Google Ads lead form leads regularly: Google keeps them for 60 days, and CSV downloads cover the last 30 days. Leads from Meta's own lead forms have to be downloaded from Leads Center or connected to your own systems; compare Meta's lead counts with what reached your team.",[1327,1640,1641,1800,1217],"meta-leadads",[1802,1803,1804,1360],"l1.b","l1.c","l1.d",{"id":1652,"title":1806,"impact":1182,"effort":1807,"explanation":1808,"diy_steps":1809,"for_implementer":1814,"sources":1815,"triggered_by":1817},"Make sure your ads chase real leads, not cheap ones","1-2 hours with whoever runs your ads","If cost per lead fell and lead quality fell with it, the ads are probably being rewarded for the wrong thing. Changing what counts as a lead changes what the ads look for.",[1810,1811,1812,1813],"Ask whoever runs your ads: \"Which actions count as a lead in Google Ads and Meta, and which ones are the ads told to get more of?\"","Only real enquiries, calls and bookings should be the main goal. Form starts, page visits and button clicks can be tracked, but shouldn't be what the ads chase.","For one month, ask your sales team to mark each lead as good, poor or junk, with its source.","Compare cost per good lead, not cost per lead, before deciding which campaigns work.","In Google Ads, only primary conversion actions are used for bidding; secondary actions are for observation. Set lead actions to count One per click. To feed lead quality back to Google, the Data Manager API is now the primary route for offline conversion imports: from 15 June 2026 the Google Ads API no longer accepts new adopters of offline conversion imports, including enhanced conversions for leads, while existing adopters can continue as they migrate.",[1421,1640,1816],"oci-dm",[1818,1819,1820],"l2.b","l2.c","l2.d",{"id":1667,"title":1822,"impact":1209,"effort":1823,"explanation":1824,"diy_steps":1825,"for_implementer":1830,"sources":1831,"triggered_by":1832},"Save the source with every lead","1-3 hours for a developer","When each lead carries where it came from, you can see which ads bring customers, not just enquiries.",[1826,1827,1828,1829],"Ask your developer to add hidden fields to your forms that save the campaign tags (UTM tags) and, for Google ads, the click ID (GCLID), so they arrive with each lead in your inbox or CRM.","Check that links in your ads, emails and social posts carry tracking tags, and that auto-tagging is on in Google Ads.","Click your own ads and check the tags survive all the way to the page with the form. If a redirect removes them, it needs fixing.","If your booking or form tool runs on another website, ask whether it can be linked to your Google Analytics (cross-domain measurement) or pass the source along.","Capture gclid and utm_source \u002F utm_medium \u002F utm_campaign on landing, keep them in first-party storage, and write them to hidden form fields. Make sure redirects keep the query string. For booking tools on another domain, set up GA4 cross-domain measurement where the tool supports it. Respect the visitor's consent choice when storing identifiers.",[1405,1235,1673],[1833,1834,1835],"l3.b","l3.c","l3.d",{"id":1684,"title":1837,"impact":1182,"effort":1396,"explanation":1838,"diy_steps":1839,"for_implementer":1844,"sources":1845,"triggered_by":1846},"Keep spam out of your lead counts","Spam counted as leads inflates results and teaches the ads to find more of it. The fix is to filter it out, and to count a lead only after it has passed your checks.",[1840,1841,1842,1843],"Look at last month's leads and count the junk.","Add spam protection to every form, for example a hidden \"honeypot\" field or a CAPTCHA your form tool supports.","Ask your developer to count a lead only after the form has been accepted, not when the button is pressed.","If spam came in a wave, check whether it reached Google Ads as conversions on those days, and tell whoever runs your ads so they can judge those days separately.","Fire generate_lead and the Google Ads conversion on confirmed success (thank-you page or the form's success callback), never on click. Add server-side validation. Exclude internal and test submissions. Junk counted under a primary action feeds bidding.",[1421,1276],[1847,1848,1849],"l4.b","l4.c","l4.d",{"id":1700,"title":1851,"impact":1204,"effort":1852,"explanation":1853,"diy_steps":1854,"for_implementer":1859,"sources":1860,"triggered_by":1861},"Stop one enquiry counting twice","30-90 minutes for a developer","Double counting makes campaigns look better than they are, and it's usually one extra tag.",[1855,1856,1857,1858],"Send a test enquiry and check, a day or two later, how many leads appear in Google Analytics and Google Ads. You want one in each.","Ask your developer for a list of everything that sends a lead: form plugin, Google Tag Manager, code on the thank-you page. One route per platform is enough.","Ask whoever runs your ads to check that lead actions in Google Ads count one conversion per click.","Check that Google Ads isn't counting the same lead twice: once from its own tag and once imported from Google Analytics.","Use one trigger per lead (form success event or thank-you page view, not both). Set Google Ads lead actions to \"One\". If a Google Ads tag and an imported GA4 key event track the same lead, make only one of them primary. For Meta, deduplicate pixel and Conversions API events with matching event_name and event_id.",[1640,1421,1199],[1862,1863,1864],"l5.b","l5.c","l5.d",{"id":1715,"title":1866,"impact":1209,"effort":1867,"explanation":1868,"diy_steps":1869,"for_implementer":1874,"sources":1875,"triggered_by":1876},"Count calls and bookings, not just forms","2-4 hours, depending on your phone and booking setup","If calls and bookings aren't counted, campaigns that drive them look worse than they are, and the ads can drift away from your best leads.",[1870,1871,1872,1873],"List every way a lead reaches you: forms, phone, email, chat, booking tool, walk-ins.","Ask whoever runs your ads whether Google Ads call reporting and call conversions are set up, for calls from ads and calls from your website.","Ask whether your booking tool can report completed bookings to Google Analytics and Google Ads, or at least pass the source along.","Until then, keep a simple log of calls and bookings with \"How did you hear about us?\", and include it in your weekly comparison.","Google Ads: turn on call reporting, set up call conversions for calls from ads and for calls to a number shown on your website, and set a minimum call length. A GA4 click on a tel: link is a click, not a completed call. For booking tools on another domain, use GA4 cross-domain measurement or the tool's own integration.",[1723,1673],[1877,1878,1879],"l6.b","l6.c","l6.d",{"id":1734,"title":1881,"impact":1163,"effort":1882,"explanation":1883,"diy_steps":1884,"for_implementer":1889,"sources":1890,"triggered_by":1892},"Find the leads your tracking misses","1-2 hours, plus two weeks of noting sources","A few uncounted leads are normal. Many uncounted leads mean the ads get no credit for work they did, and budget can be moved away from what's working.",[1885,1886,1887,1888],"For two weeks, ask every new lead how they found you, and note it.","Compare with what Google Ads and Google Analytics recorded for the same days.","Send a test enquiry through every form on the site, including old landing pages, and check each one shows up.","Ask whoever manages your cookie banner what happens when a visitor declines: if nothing at all is sent to Google, a gap is expected, and the setup is worth reviewing with them. This is about measurement, not legal advice.","Confirm the GA4 and Google Ads tags load on every page with a form. Check Consent Mode: in basic mode Google tags are blocked until consent and nothing is sent if it's declined; in advanced mode cookieless pings are sent when consent is denied, which supports advertiser-specific modelling. Google Analytics Help: without ad_user_data and ad_personalization signals, from early March 2024 only users outside the EEA are included in audiences used by linked advertising products.",[1175,1891],"cm-ga4",[1893,1894,1895],"l7.b","l7.c","l7.d",{"id":1750,"title":1897,"impact":1182,"effort":1458,"explanation":1459,"diy_steps":1898,"for_implementer":1902,"sources":1903,"triggered_by":1904},"Re-test lead tracking after every site, form or banner change",[1461,1899,1900,1901],"After each change, send a test enquiry through the changed form or page and check it appears once in Google Analytics and Google Ads within a day or two.","For a week after the change, compare reported leads with received leads each day.","If numbers changed after a cookie banner change, ask whoever manages the banner what it now sends to Google.","Re-check triggers after form plugin or page builder updates, because form IDs, classes and success events can change. Confirm consent signals still pass after banner changes.",[1175],[1905,1906,1393],"l8.b","l8.c",{"id":1767,"title":1472,"impact":1163,"effort":1473,"explanation":1474,"diy_steps":1908,"for_implementer":1912,"sources":1913,"triggered_by":1914},[1909,1910,1911,1479],"Send whoever prepares the report five questions: Which dates and time zone? Are leads counted on the date of the ad interaction (usually the click) or the day they arrived? Is spam removed? One lead per click, or every form sent? Are calls, bookings and estimated (modelled) conversions included?","Ask for one line in every report: the leads you actually received for the same period, next to the platform figures.","Agree which number decides budget. We suggest real, qualified leads from your own lead list.","Google Ads standard columns date conversions by the date of the ad interaction (usually the click); \"Conversions (by conv. time)\" dates them by conversion. Check One vs Every counting per action, which actions are primary, and whether modelled conversions are included. Meta's API can report by impression or conversion time (action_report_time).",[1327,1640,1256,1198],[1915,1916,1917],"l9.b","l9.c","l9.d",{"id":1782,"title":1487,"impact":1223,"effort":1488,"explanation":1489,"diy_steps":1919,"for_implementer":1921,"sources":1922,"triggered_by":1923},[1920,1492,1493,1494],"Agree the record for each question: your lead list (inbox, CRM or booking tool) for real leads, your sales team for lead quality, each ad platform for comparing its own campaigns, Google Analytics for what visitors do on the site.","Document the time zone, counting setting, primary conversion actions and lead definition of every tool, and note which settings can't be changed.",[],[1924,1925,1926],"l10.b","l10.c","l10.d",{"id":1928,"title":1929,"impact":921,"effort":1504,"explanation":1930,"diy_steps":1931,"for_implementer":1511,"sources":1935,"triggered_by":1936},"l-weekly-check","Set up a weekly 15-minute lead numbers check","Your answers suggest your lead numbers mostly agree. A short weekly check is what keeps them that way.",[1932,1508,1933,1934],"Every Monday, write down last week's leads received (and how many were junk), Google Ads leads, Google Analytics leads and Meta leads.","Look at the week before last, too. Ad platforms keep adding late leads to earlier days: Google Ads files each one under the date of the ad interaction (usually the click).","Note any site, form or cookie banner change next to the week it happened.",[1217,1327],[1393],{"id":1755,"title":1938,"impact":1209,"effort":1380,"explanation":1939,"diy_steps":1940,"for_implementer":1945,"sources":1946,"triggered_by":1947},"Send a test enquiry through every form","A test enquiry through each form shows which ones are counted once, which twice, and which not at all.",[1941,1942,1943,1944],"List every form, phone number and booking link on your site, including old landing pages.","Send a test enquiry through each one, noting the time and the page.","Two days later, check each appears once in Google Analytics and Google Ads.","Remove the test leads from your inbox or CRM so they don't count, and repeat after any site change.","Use GA4 Realtime or DebugView and Google Ads conversion diagnostics for the immediate check. Confirm one generate_lead (or your lead key event) per submission and that it fires only on success.",[1217,1276],[1948,1393],"l8.d",[1928,1755,1750],[1951],{"fix":1634,"when":1517,"rank":1518},[1953,1955,1957,1958],{"id":1521,"min":274,"max":1522,"name":1523,"headline":1524,"body":1954},"You've seen several warning signs often, or haven't been able to check. Symptoms suggest, they don't diagnose, and some have harmless explanations. But taken together, they're worth checking before your next budget decision, because right now your reports may not reflect your real leads. Start with the three checks below.",{"id":1527,"min":1528,"max":1529,"name":1530,"headline":1531,"body":1956},"Some symptoms show up regularly. That doesn't mean your tracking is broken, but it does mean some numbers shouldn't be taken at face value until you've compared them with your real leads. The three checks below are the best place to start.",{"id":1534,"min":1535,"max":1536,"name":1537,"headline":1538,"body":1539},{"id":1541,"min":1542,"max":1054,"name":1543,"headline":1544,"body":1545},{"heading":1547,"body":1960},"Every step above can be done without Trackian. The hard part is doing it every week. Google Analytics, Google Ads, Meta and your own lead list each count leads their own way, on their own schedule, and any form plugin update or new landing page can quietly change one of them. Someone has to compare them all, and know which gaps are normal for you and which mean something broke.",{"heading":1550,"body":1962},[1963,1964,1554,1555],"Trackian is a marketing brain for your business. It joins your ads, site and lead data through 40+ integrations, including Google Ads, Meta Ads, Microsoft Ads, Google Analytics (GA4), Google Search Console, and form and booking tools such as Typeform and Calendly. Your CRM connects through API, webhooks or MCP, so you can see which leads turned into deals - not just which forms were filled in.","It calculates every number in code from the joined data, checks them every night, and flags what moved, why, and whether it's real or broken tracking.",[1966],{"id":1558,"type":1559,"label":1967,"subtext":1968,"url":1969,"placement":1563},"Get the free Missing Leads sheet","Paste 12 weeks of reported leads and the leads you really received into a simple spreadsheet and see the gap, and what it costs. Most of the checks above start here.","https:\u002F\u002Ftrackian.com\u002Fresources\u002Fmissing-orders-leads-sheet\u002Fleads",[1971],{"id":1566,"order":5,"type":1567,"heading":1568,"label":1972,"subtext":1973,"own_numbers_line":1974,"note":1572,"url":1975,"show_when":1574},"Get my free Missing Leads Check","A Trackian specialist compares what your tracking recorded with the leads you actually received and tells you within 24 hours what's missing, why, and what to fix first. Free - we ask a few short questions first to make sure it's a fit.","You said you spend {spend_band_label} a month on ads and get {volume_band_label} leads a month. If the symptoms you noticed are real, that spend is being steered by numbers that don't match those leads - the check confirms it or rules it out.","https:\u002F\u002Ftrackian.com\u002Fmissing-leads-check",{"type":1559,"label":1977,"url":1577},"Step 2 of 3: read why Meta, Google Ads, Google Analytics and your lead list never agree - the ten reasons behind these symptoms, and which number to use for which decision",{"track_name":1979,"other_track_name":1980,"note":1981},"The visitor's track's name (tracks[track].name), e.g. \"Are your shop numbers lying to you?\". Used on the results-PDF cover date line: \"Are your shop numbers lying to you? · taken on 11 October 2026\".","The other track's short_name (tracks[other].short_name), e.g. \"lead-gen quiz\" in result_labels.other_track: \"Take the lead-gen quiz instead\".","Defined 11 Oct 2026 (owner-approved tool fixes, _tools\u002FCOPY-NOTES.md T14), as session 5 builds them.",{"score_label":1983,"score_format":1984,"self_report_note":1985,"top_fixes_heading":1986,"top_fixes_intro":1987,"fix_effort_label":1988,"fix_steps_label":1989,"fix_implementer_label":1990,"why_label":1991,"retake":1992,"other_track":1993,"next_step_heading":1994,"step_one_line":1995},"Your numbers trust score","{score}\u002F100","This score is based on symptoms you've noticed, not a technical check of your tracking. Symptoms suggest, they don't diagnose: everything below is worth checking, not proof that something is broken. If you answered \"I don't know\" a lot, the real picture could be better or worse.","3 things worth checking first","Ranked by how likely each one is to affect the numbers you make decisions on. All of them can be checked without Trackian.","Time needed","What to do","For whoever implements this","What this usually points to","Retake the quiz","Take the {other_track_name} instead","Your next step","You've done step 1 of 3: your numbers trust score and the 3 things worth checking first.",{"position":1997,"delivery":1998,"headline":1999,"body":2000,"field_label":2001,"field_placeholder":2002,"work_email_note":2003,"first_name_label":2004,"site_url_label":2005,"site_url_placeholder":2006,"site_url_note":2007,"phone_label":2008,"site_url_error":2009,"phone_error":2010,"privacy_line":2011,"button":2012,"success":2013,"error_invalid":2014,"skip_link":2015,"consent_note":2016},"after_score","download","Get my results PDF: my trust score and next steps","Your score, your answers, the step-by-step checks and your next step, as a PDF you can forward to your team, developer or agency. Fill in four quick fields and the download starts straight away.","Work email","you@yourcompany.com","A work email helps us match your results to your company. Any address gets the PDF.","First name","Your website","yourcompany.com","Filled in from your work email. Agencies: type your client's site.","Phone (optional)","That website address doesn't look right. Please check it and try again.","That phone number doesn't look right. Please check it and try again.","We use your email to give you your results and to follow up about them. Marketing emails only if you ask for them. Privacy policy: https:\u002F\u002Ftrackian.com\u002Fprivacy-center\u002Fprivacy-policy\u002F","Get my results PDF","Show the thank-you route (thank_you_routes) with the download link.","That email address doesn't look right. Please check it and try again.","No thanks, I've seen enough","The results PDF is a requested service and is given without marketing consent. There's no marketing box on the form: the opt-in is offered on the thank-you view (LAUNCH-BLOCKS 9.5, owner 11 Oct 2026).",{"filename":2018,"sections":2019,"delivery":2076},"trackian-numbers-trust-score-{date}.pdf",[2020,2025,2032,2036,2046,2050,2058,2062,2065,2068,2074],{"id":2021,"title":1983,"score_line":2022,"subtitle":2023,"date_line":2024},"cover","{score}\u002F100 · {band_name}","{band_headline}","{track_name} · taken on {date}",{"id":2026,"heading":2027,"body":2028},"what_this_is","What this score is, and isn't",[2029,2030,2031],"This score adds up 10 everyday symptoms you told us about: things people notice when the numbers in their reports don't match reality. The more often you've seen them, the lower the score.","Symptoms suggest, they don't diagnose. Some have harmless explanations, such as different platforms counting in different ways. Nothing here means your tracking is broken. It means the items below are worth checking before you base budget decisions on them.","If you answered \"I don't know, or haven't checked\" to several questions, the first step below is the one to start with.",{"id":2033,"heading":2034,"body":2035},"band","{band_name}","{band_body}",{"id":2037,"heading":2038,"intro":2039,"columns":2040,"row_rule":2044,"never_text":2045},"answers","Your answers","Every symptom, your answer, and what it usually points to.",[2041,2042,2043],"Symptom","Your answer","What it usually points to","List all 10 scored questions in order. Show the question's why text in the third column, except for \"Never\" and \"Doesn't apply to us\" answers, which show never_text.","Nothing to check here.",{"id":2047,"heading":1986,"intro":2048,"per_check":2049},"checks","Ranked by how likely each one is to affect the numbers you make decisions on. Each one can be done without Trackian. Forward this page to whoever manages your website or ads.","title, explanation, Time needed, What to do (numbered), For whoever implements this (boxed)",{"id":2051,"heading":2052,"by_track":2053},"first_step","Start here: put your numbers side by side",{"shop":2054,"leadgen":2056},{"body":2055,"link_label":1560,"url":1562},"The free Missing Orders sheet takes about 30 minutes. Paste 30 days of daily orders and revenue from your shop and from Google Analytics, plus Google Ads and Meta if you like, and it shows the gap in orders and in euros, flags the days that look wrong, and tells you whether the gap is within normal range, worth checking or serious.",{"body":2057,"link_label":1967,"url":1969},"The free Missing Leads sheet takes about 30 minutes. Paste 12 weeks of the leads Google Ads and Google Analytics report, next to the leads you actually received and how many were junk, and it shows the gap each week and what the uncounted leads are worth.",{"id":2059,"heading":2060,"body":2061},"habit","Keep it honest: a 15-minute weekly check","Use the steps of the weekly check fix for the track (s-weekly-check or l-weekly-check), even if it wasn't in your top 3.",{"id":2063,"use":2064},"diy_reality","track.diy_reality",{"id":2066,"use":2067},"pitch","track.pitch",{"id":2069,"heading":2070,"cta_order":2071,"body":2073},"next_steps","Your next steps",[2072,1566],"next_step","You've done step 1 of 3: your numbers trust score and the 3 things worth checking first. Step 2: tracks[].next_step, the explainer on why the numbers never agree (label and URL as plain text). Step 3: the check block (ctas.check_24h: heading, subtext, own_numbers_line and URL as plain text).",{"id":341,"text":2075},"Based on your answers on {date}. This is not a technical audit of your website or ad accounts. Made by Trackian, a marketing brain for your business. Edition: October 2026. https:\u002F\u002Ftrackian.com · Privacy policy: https:\u002F\u002Ftrackian.com\u002Fprivacy-center\u002Fprivacy-policy\u002F","Instant download on the thank-you screen after the email is entered. No email is sent.",[2078,2086,2094,2101,2108,2115,2123,2130,2136,2141],{"id":2079,"type":2080,"placement":2081,"title":2082,"shows":2083,"caption":2084,"alt":2085},"V1","PHOTO","intro","An owner checking the numbers","welcome screen, calm and human - the owner or manager of a small European business at a desk in a modest office in the morning light, a laptop open with its screen angled away, a printed report in one hand and a mug of coffee beside it, looking from the page to the laptop with a slightly doubtful expression; the room is neutral enough to belong to an online shop or a services business; nothing on the page or the screen is readable; no logos or brand marks; the subject stays clear when cropped to a narrow strip at phone width","Everyday symptoms you may already have noticed - one tap each.","An owner at a desk in a small office compares a printed report with the laptop beside it, unsure which number is right.",{"id":2087,"type":2088,"placement":2089,"title":2090,"shows":2091,"caption":2092,"alt":2093},"V2","DIAGRAM","track:shop","Where your sales get counted","a small hub diagram (2 x 2 around a centre at phone width). Centre node: Your shop admin - every order. Around it, four nodes, each joined to the centre by a thin double arrow: Google Analytics - the orders its tracking code sees; Google Ads - sales that followed its own ads; Meta - sales that followed its own ads; Payouts - the money that lands in your bank, days or weeks later. One line under the hub: some difference is normal - the questions are about big, sudden or unexplained ones. The one point: several places count your sales, each in its own way","Several places count your sales, each in its own way. The questions ask how often they disagree.","Hub diagram with the shop admin, which records every order, in the centre, joined to Google Analytics, Google Ads, Meta and payouts, which each count sales their own way.",{"id":2095,"type":2088,"placement":2096,"title":2097,"shows":2098,"caption":2099,"alt":2100},"V3","before:s7","Before and after a change","two small side-by-side panels (stacked at phone width), each a simple weekly strip with a vertical marker for the change and no numbers on the axes. Left panel, marker App or tracking installed: the real orders line stays flat, the reported sales line steps up after the marker; label: often the same sale counted twice. Right panel, marker Theme, checkout or payment change: the real orders line stays flat, the reported sales line steps down after the marker, or sales move to a payment page; label: often purchase tracking stopped on some orders. The one point: when reported sales move and real orders don't, look at what changed on the site","When reported sales move and real orders don't, look at what changed first.","Two before-and-after panels: after an app or tracking install, reported sales rise while real orders stay flat; after a theme, checkout or payment change, reported sales fall while real orders stay flat.",{"id":2102,"type":2088,"placement":2103,"title":2104,"shows":2105,"caption":2106,"alt":2107},"V4","track:leadgen","Where your leads get counted","a small hub diagram (2 x 2 around a centre at phone width). Centre node: Your lead list - the enquiries, calls and bookings you actually received. Around it, four nodes, each joined to the centre by a thin double arrow: Google Ads - whatever it has been told counts as a lead, spam included if it gets through; Meta - Meta's lead counts, including its own lead forms; Google Analytics - the form submissions its tracking sees on your website; Calls and bookings - counted only if tracking is set up for them. One line under the hub: some difference is normal - the questions are about big, sudden or unexplained ones. The one point: several places count your leads, each in its own way","Several places count your leads, each in its own way. The questions ask how often they disagree.","Hub diagram with your lead list, the enquiries you actually received, in the centre, joined to Google Ads, Meta, Google Analytics, and calls and bookings, which each count leads their own way.",{"id":2109,"type":2088,"placement":2110,"title":2111,"shows":2112,"caption":2113,"alt":2114},"V5","before:l5","One enquiry, counted twice or not at all","a node in the centre labelled One real enquiry, with arrows out to three outcomes. Counted twice: the send button and the thank-you page both send the lead, or a form plugin and a separate tag both do; label: one person, two leads. Never counted: a phone call, or a booking tool on another website, with no tracking set up for it; label: a real lead with no record. Not seen: a visitor who declined cookies, or a page where the tracking isn't installed; label: a real lead missing from the reports. The one point: reports can show more or fewer leads than really arrived","One enquiry can show up twice in your reports, or not at all.","Diagram of one real enquiry with three outcomes: counted twice when two pieces of tracking send it, never counted when a call or booking isn't tracked, and not seen when a visitor declines cookies or the page has no tracking.",{"id":2116,"type":2117,"placement":2118,"dynamic":261,"title":1983,"shows":2119,"data":2120,"caption":2121,"alt":2122},"V6","CHART","result","a horizontal scale from 0 to 100 split into four bands, each labelled with its band name - 0-39 Mostly fiction, 40-59 Unreliable narrator, 60-79 The odd white lie, 80-100 Mostly honest; the visitor's band is highlighted and a marker shows their score with the label {score}\u002F100; works at phone width; the static mockup for the design uses an example score of 52, labelled Example","dynamic - the visitor's trust score out of 100 (the sum of the points of their 10 answers on their track) on the band scale 0-39, 40-59, 60-79, 80-100 (the same on both tracks); their band highlighted and their score marked; no other score, average or benchmark","Your score comes from the symptoms you've noticed - not a technical check of your tracking.","Horizontal scale from 0 to 100 split into four bands, Mostly fiction, Unreliable narrator, The odd white lie and Mostly honest, with the visitor's score marked and their band highlighted.",{"id":2124,"type":2117,"placement":2118,"dynamic":261,"title":2125,"shows":2126,"data":2127,"caption":2128,"alt":2129},"V7","Your 10 answers at a glance","one horizontal bar split into 10 equal segments, one per symptom, grouped and coloured by the visitor's answer - Never or Doesn't apply to us, Once or twice, Often, I don't know or haven't checked - with the count of each answer written in the legend, so colour is never the only cue; no points or weights shown; the static mockup uses example answers (4 Never, 3 Once or twice, 1 Often, 2 I don't know), labelled Example","dynamic - the visitor's own answers to the 10 scored questions on their track, counted by answer (Never and Doesn't apply to us together, Once or twice, Often, I don't know or haven't checked); counts only, no points, impact weights or comparison with anyone else","If many of your answers are \"I don't know\", the real picture could be better or worse than your score.","Bar of the visitor's 10 answers split into never or doesn't apply, once or twice, often, and I don't know, with a count for each.",{"id":2131,"type":2088,"placement":2132,"title":2133,"shows":2134,"caption":1489,"alt":2135},"V8","result:shop","Which number answers which question","a four-row lookup, each row a question on the left and the record that answers it on the right: Orders and revenue -> your shop admin; Cash -> your bank or payouts; Comparing one ad platform's campaigns -> that ad platform; What visitors do on your site -> Google Analytics. A footer line: when two numbers disagree, ask \"is this gap normal for us?\" rather than \"which one is right?\" The one point: each question has one agreed record","Lookup diagram for a shop: the shop admin answers orders and revenue, the bank or payouts answer cash, each ad platform compares its own campaigns, and Google Analytics shows what visitors do on the site.",{"id":2137,"type":2088,"placement":2138,"title":2133,"shows":2139,"caption":1489,"alt":2140},"V9","result:leadgen","a four-row lookup, each row a question on the left and the record that answers it on the right: Real leads -> your lead list (inbox, CRM or booking tool); Lead quality -> your sales team; Comparing one ad platform's campaigns -> that ad platform; What visitors do on your site -> Google Analytics. A footer line: when two numbers disagree, ask \"is this gap normal for us?\" rather than \"which one is right?\" The one point: each question has one agreed record","Lookup diagram for lead-gen: your lead list answers real leads, your sales team answers lead quality, each ad platform compares its own campaigns, and Google Analytics shows what visitors do on the site.",{"id":2142,"type":2088,"placement":2143,"title":2144,"shows":2145,"caption":2146,"alt":2147},"V10","pdf","The 15-minute Monday check","a weekly loop of four steps for the PDF's weekly check page. 1. Every Monday, write down last week's numbers: your record (shop orders, or leads received and how many were junk) and what Google Analytics, Google Ads and Meta report. 2. Compare each with its usual gap. 3. Same as usual: done; very different: check what changed. 4. Note any site, app, form or cookie banner change next to the week it happened. A side note on step 1: look at the week before last too, because ad platforms keep adding late sales and leads to earlier days. Same diagram for both tracks. The one point: a short routine catches problems early","Same as usual: done. Very different: check what changed.","Loop diagram of a weekly 15-minute check: write down last week's record and platform numbers, compare each with its usual gap, check what changed if one is very different, and note site changes next to the week.",[2149,2152,2155,2158,2161,2164,2167,2170,2173,2176,2179,2182,2185,2188,2191,2194,2197,2200,2203,2206,2209,2212,2215,2218,2221,2224,2227,2230],{"id":1217,"title":2150,"url":2151},"Google Analytics Help - Data freshness (processing can take 24-48 hours; reports may change)","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F11198161",{"id":1176,"title":2153,"url":2154},"Google Analytics Help - Measure ecommerce (transaction ID deduplication, web streams only, empty IDs)","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F12313109",{"id":1276,"title":2156,"url":2157},"Google Analytics Help - Recommended events (refund, generate_lead)","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9267735",{"id":1310,"title":2159,"url":2160},"Google Analytics Help - Identify unwanted referrals (payment processors)","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F10327750",{"id":1235,"title":2162,"url":2163},"Google Analytics Help - Traffic-source dimensions ((direct) \u002F (none), missing UTM tags, redirects, shorteners, ad blockers)","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F15258820",{"id":1236,"title":2165,"url":2166},"Google Analytics Help - Default channel group (Direct definition)","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9756891",{"id":1673,"title":2168,"url":2169},"Google Analytics Help - Set up cross-domain measurement","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F10071811",{"id":1175,"title":2171,"url":2172},"Google Tag Platform - Consent mode overview (basic vs advanced: what is sent when consent is denied)","https:\u002F\u002Fdevelopers.google.com\u002Ftag-platform\u002Fsecurity\u002Fconcepts\u002Fconsent-mode",{"id":1891,"title":2174,"url":2175},"Google Analytics Help - Verify and update consent settings (EEA users and audiences from March 2024)","https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F14275483",{"id":1327,"title":2177,"url":2178},"Google Ads Help - Understand conversions by time (standard columns use the date of the ad interaction, usually the click)","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F9549009",{"id":1255,"title":2180,"url":2181},"Google Ads Help - About conversion windows (30-day click default, 1-day view-through)","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F3123169",{"id":1256,"title":2183,"url":2184},"Google Ads Help - About modeled conversions (included in the Conversions column; up to 5 days to stabilise)","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F10081327",{"id":1640,"title":2186,"url":2187},"Google Ads Help - About conversion counting options (Every vs One)","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F3438531",{"id":1421,"title":2189,"url":2190},"Google Ads Help - About primary and secondary conversion actions","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F11461796",{"id":1293,"title":2192,"url":2193},"Google Ads Help - Use a transaction ID to minimise duplicate conversions","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F6386790",{"id":1405,"title":2195,"url":2196},"Google Ads Help - About auto-tagging (pass the GCLID through redirects)","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F3095550",{"id":1723,"title":2198,"url":2199},"Google Ads Help - Measure calls from ads and from your website","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F6095882",{"id":1641,"title":2201,"url":2202},"Google Ads Help - Lead form assets (leads stored 60 days; CSV covers last 30 days)","https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F9423234",{"id":1816,"title":2204,"url":2205},"Google Ads Developer Blog - Changes to offline click conversion imports (15 May 2026)","https:\u002F\u002Fads-developers.googleblog.com\u002F2026\u002F05\u002Fchanges-to-offline-click-conversion.html",{"id":1198,"title":2207,"url":2208},"Meta for Developers - Ad Account Insights reference (action_report_time; the page states two different default attribution windows, so the quiz tells readers to check their own Ads Manager)","https:\u002F\u002Fdevelopers.facebook.com\u002Fdocs\u002Fmarketing-api\u002Freference\u002Fad-account\u002Finsights\u002F",{"id":1199,"title":2210,"url":2211},"Meta for Developers - Deduplicate Pixel and Server Events (event_name, event_id, 48 hours)","https:\u002F\u002Fdevelopers.facebook.com\u002Fdocs\u002Fmarketing-api\u002Fconversions-api\u002Fdeduplicate-pixel-and-server-events\u002F",{"id":1372,"title":2213,"url":2214},"Campaign Middle East - Meta updates ad measurement for a social-first world (Meta's statements of 3 March 2026)","https:\u002F\u002Fcampaignme.com\u002Fmeta-updates-ad-measurement-for-a-social-first-world\u002F",{"id":1373,"title":2216,"url":2217},"PPC Land - Meta rewrites click attribution rules (rollout timing, engage-through; secondary)","https:\u002F\u002Fppc.land\u002Fmeta-rewrites-click-attribution-rules-finally-aligning-with-google-analytics\u002F",{"id":1800,"title":2219,"url":2220},"Meta for Developers - Lead ads (leads retrieved via Leads Center download, CRM integration or API)","https:\u002F\u002Fdevelopers.facebook.com\u002Fdocs\u002Fmarketing-api\u002Fguides\u002Flead-ads",{"id":1272,"title":2222,"url":2223},"Shopify Help Center - Sales reports (pending, unpaid and cancelled orders included; reversals on the day processed; chargebacks excluded)","https:\u002F\u002Fhelp.shopify.com\u002Fmanual\u002Freports-and-analytics\u002Fshopify-reports\u002Freport-types\u002Forder-sales",{"id":1273,"title":2225,"url":2226},"Shopify Help Center - Shopify Payments payouts (payouts report shows transactions, fees and payouts; reserves)","https:\u002F\u002Fhelp.shopify.com\u002Fen\u002Fmanual\u002Fpayments\u002Fshopify-payments\u002Fpayouts",{"id":1274,"title":2228,"url":2229},"Shopify Help Center - Scheduling Shopify Payments payouts (daily, weekly, monthly; banks 1-3 business days)","https:\u002F\u002Fhelp.shopify.com\u002Fen\u002Fmanual\u002Fpayments\u002Fshopify-payments\u002Fgetting-paid-with-shopify-payments\u002Fview-payouts\u002Fschedule-payouts",{"id":1275,"title":2231,"url":2232},"Shopify Help Center - Chargebacks and inquiries (amount deducted from next payout)","https:\u002F\u002Fhelp.shopify.com\u002Fmanual\u002Fpayments\u002Fchargebacks",{"under_2k":2234,"2k_5k":1094,"5k_15k":1097,"15k_plus":1100},"under €2k",{"shop":2236,"leadgen":2238},{"under_100":2237,"100_499":1111,"500_1999":1114,"2000_plus":1117},"under 100",{"under_20":2239,"20_49":1604,"50_199":1607,"200_plus":1610},"under 20",[2241,2242,2243,2244,2245,2246,2247,2248,2249],"Your numbers trust score: {score}\u002F100 and the band name, with the self-report note.","Band headline and body.","3 things worth checking first.","Free sheet link (content_links.missing_sheet).","\"Checking this yourself, every week\" and the Trackian pitch.","Your next step: step 1 of 3 (result_labels.step_one_line), step 2 (tracks[].next_step, a text link), step 3 (the one CTA, ctas.check_24h, with its own_numbers_line).","Forward this to your boss (forward_email, a text link).","Email capture for the results PDF (optional).","Links: \"Retake the quiz\" and \"Take the {other_track_name} instead\".",{"link_label":2251,"delivery":2252,"subject":2253,"body":2254,"fill":2255},"Forward this to your boss","mailto: the visitor sends it from their own inbox; Trackian sends nothing. Fill it only from the visitor's own answers.","Our numbers trust score: {score}\u002F100 ({band_name})","Hi {first_name},\n\nI took Trackian's free quiz \"Are your numbers lying to you?\" (about 2 minutes).\n\nResult: {score}\u002F100, {band_name}.\nThe first thing worth checking: {top_fix_title}.\nWhat it means for us: at our {spend_band_label} monthly ad spend and {volume_band_label} {orders_or_leads} a month, our budget decisions rest on numbers we haven't checked against our real {orders_or_leads}.\n\nTrackian offers a free check: a specialist compares what our tracking recorded with our real {orders_or_leads} and tells us within 24 hours what's missing and why. I'd like to do it {timing_phrase}: {check_url}\n\nFull results: https:\u002F\u002Ftrackian.com\u002Fresources\u002Fnumbers-lying-quiz\n\n{sender}",{"top_fix_title":2256,"orders_or_leads":2257,"check_url":2258,"spend_band_label":2259,"volume_band_label":2260,"timing_phrase":2261,"first_name":2262,"sender":2262},"title of the first of the 3 checks shown","orders (shop) \u002F leads (lead-gen)","ctas.check_24h.url for the track","spend_band_labels[spend_band]","volume_band_labels[track][volume_band]","this_month -> \"this month\", this_quarter -> \"this quarter\", exploring -> \"soon\"","left blank",{"high":2264,"medium":2274,"low":2278,"note":2280},{"when":2265,"headline":2266,"body":2267,"button":2268,"url":2269,"url_by_segment":2270,"url_rule":2273},"spend_band == '15k_plus' OR erp == 'yes' OR lead_score >= 70","Your results are downloading. Want to go through them with a specialist?","Pick a time that suits you. A Trackian specialist will look at your answers before the call.","Book a call","https:\u002F\u002Ftidycal.com\u002Fteam\u002Ftrackian\u002Fmeet",{"agency":2271,"shop":2272,"leadgen":2272},"https:\u002F\u002Ftidycal.com\u002Fteam\u002Ftrackian\u002Fmeet-agency","https:\u002F\u002Ftidycal.com\u002Fteam\u002Ftrackian\u002Fmeet-brands","role == agency -> url_by_segment.agency; otherwise url_by_segment[track] (shop or lead-gen); if the segment is unknown -> url (generic)",{"when":2275,"headline":2276,"body":2277},"lead_score >= 30","Your results are downloading.","If it didn't start, use the download link below. Next: {next_step.label}: {next_step.url}.",{"when":2279,"headline":2276,"body":2277},"else","erp is not collected in this quiz (no platform or ERP question, owner default #14), so the High route fires on spend or lead score. The result screen always shows the one CTA; routing only changes the thank-you screen and the follow-up. Lead scoring: lead-scoring.md. Medium = nurture (owner, 11 Oct 2026): the Medium route starts at lead score 30 (it was 40) and shows the same thank-you text as Low, with no specialist review; only High offers the call.",{"spec":2282,"scorecard_id":904},"lead-scoring.md (v2, LAUNCH-BLOCKS s.9)",[],1792069939558]