This is the first thing SaveAds checks, before any recommendation. As long as conversion tracking is incomplete, every analysis rests on wrong data — and a decision made on wrong data costs more than no decision at all.
Why it is structural
Google's bidding algorithms learn from your conversions. If half your calls are not counted, Google optimizes toward the visible half and ignores the rest. Your reports show an inflated CPA, your most profitable campaigns look mediocre, and you risk cutting exactly what works.
The most common failures
- No conversion configured: the account runs blind, only clicks are visible.
- Double counting: the same action tracked twice (direct tag and Analytics import), artificially halving your CPA.
- Micro-conversions counted as sales: "contact page viewed" is not worth a signed quote. Track them, but outside the "Conversions" column.
- Missing call tracking: in an emergency trade, most revenue comes through the phone. Without call tracking, most of it is invisible.
- Consent wired incorrectly: without a properly configured Consent Mode, a share of conversions is never reported.
The minimum check
List the actions that genuinely matter for your business (call, form, quote, purchase), verify each is tracked once and only once, and compare the monthly total with what you observe in reality — calendar, inbox, till. A gap of 30% or more signals a measurement problem, not a performance one.
SaveAds rule: no optimization recommendation is produced on an account whose tracking is deemed broken. Measurement gets fixed first.