Signs your tracking setup is broken

A broken stack does not always look broken in the interface. The early signals are often CRM gaps, duplicate conversions, unstable attribution, or platforms that “improve” while the business does not.

Tracking usually degrades through many small gaps: new forms left unmeasured, duplicated tags, broken consent propagation, tools disconnected from the CRM. Because each issue seems small, the stack keeps running while quietly distorting decisions.

The real cost appears later in media optimization, reporting, and team trust.

• You see persistent gaps between marketing tools and business data.
• Your conversion counts shift heavily after site or campaign changes.
• Teams increasingly distrust the numbers.
• You are preparing a tracking overhaul or server-side project.

• You only want a generic checklist without business context.
• You are not ready to connect symptoms to real decisions.
• You want to fix interfaces without revisiting the overall measurement logic.
• You would rather add more tags than audit what already exists.

• Audit the user journey and critical events before changing tools.
• Compare figures across browser, server-side, media platform, and source-of-truth systems.
• Prioritize the gaps that affect decisions, not just the visible ones.
• Document ownership for tags, flows, and validation steps.

• Fixing a local symptom without addressing the source problem.
• Adding more scripts and pixels to “compensate” for data loss.
• Neglecting staging environments and post-release tests.
• Treating a media platform as the default source of truth.