Analytics Checklist
Website Conversion Tracking Checklist
A website conversion tracking checklist for measuring form submissions, phone calls, chat leads, purchases, appointment bookings, and campaign attribution.
Interactive Checklist
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Measurement Plan
Define outcomes and diagnostic actions separately.
Map leads, bookings and sales to the business process, then identify supporting interactions such as clicks or downloads. Document where completion happens and who owns the final record. This prevents a dashboard from treating every engagement event as an equally valuable conversion.
Website Events
Track the actual action and its completion conditions.
Test each event against the real interface, including validation errors and repeated attempts. Distinguish phone-link clicks, chat starts and email clicks from completed conversations. Use successful booking or submission signals where available, and document when an event remains only a proxy.
Ad Platform Conversions
Align advertising goals with the same underlying business outcomes.
Review primary and secondary settings, counting methods, values and attribution windows in each active platform. Check for direct and imported duplicates. Add platform-specific tags only where there is a real campaign need and an approved measurement plan.
CRM and Offline Tracking
Connect acquisition data to qualification and revenue carefully.
Verify form routing, source fields and CRM stages with the sales team. Keep approved identifiers secure and test any offline imports before relying on them. Document missing data and consent constraints instead of filling gaps with assumed lead sources or invented values.
QA
Follow a test lead from the page to the final system.
Submit controlled tests on desktop and mobile, then confirm validation, thank-you behavior, tag firing and CRM or inbox delivery. Compare diagnostic tools with processed platform reports after expected delays. Record failures at the step where they occur rather than labeling the whole journey complete.
Reporting and Optimization
Report outcomes with their definitions and known gaps.
Compare source and landing-page performance using consistent lead-quality criteria. Review cost per qualified lead where the necessary data exists. Keep a change log and recurring audit so sudden shifts can be checked against releases, tracking changes or operational issues.
Official References
Use the current documentation for platform-specific settings and requirements.
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