G-CT1criticalGoogle Ads
No duplicate counting
- Pass
- GA4 + Google Ads not double-counting same conversion
- Fail
- Both GA4 import and native tag counting same action
All controls
Conversion Tracking
12 controls, 5 of them critical.
G-CT3criticalGoogle Ads
Google Tag firing
- Pass
- gtag.js or GTM firing correctly on all pages
- Warning
- Firing on most pages (>90%)
- Fail
- Tag missing or broken on key pages
G42criticalGoogle Ads
Conversion actions defined
- Pass
- ≥1 primary conversion action configured
- Fail
- No active conversion actions
G43criticalGoogle Ads~5 min to fix
Enhanced conversions enabled
- Pass
- Enhanced conversions active AND verified for primary conversions (~10% uplift)
- Warning
- Enabled but not verified
- Fail
- Not enabled
G45criticalGoogle Ads
Consent Mode v2
- Pass
- Advanced Consent Mode v2 implemented (enforcement July 21, 2025 EEA/UK). Recovers 15-25% of lost conversions
- Warning
- Basic mode only
- Fail
- Not implemented
G-CT2highGoogle Ads
GA4 linked and flowing
- Pass
- GA4 property linked, data flowing correctly
- Warning
- Linked but data discrepancies
- Fail
- Not linked
G-CTV1highGoogle Ads
CTV Floodlight tracking limitation
- Pass
- CTV uses non-Floodlight measurement (Floodlight does NOT fire on CTV)
- Warning
- Active but unverified
- Fail
- CTV relies on Floodlight
G44highGoogle Ads
Server-side tracking
- Pass
- Server-side GTM or Google Ads API conversion import active
- Warning
- Planned but not deployed
- Fail
- No server-side tracking
G47highGoogle Ads
Micro vs macro separation
- Pass
- Only macro conversions (Purchase, Lead) set as "Primary" for bidding
- Warning
- Some micro events as Primary
- Fail
- All events including micro as Primary
G49highGoogle Ads
Conversion value assignment
- Pass
- Dynamic values for ecom; value rules for lead gen
- Warning
- Static values assigned
- Fail
- No conversion values
G46mediumGoogle Ads
Conversion window appropriate
- Pass
- Window matches sales cycle (7d ecom, 30-90d B2B, 30d lead gen)
- Warning
- Default 30d without validation
- Fail
- Window mismatched to sales cycle
G48mediumGoogle Ads
Attribution model
- Pass
- Data-driven attribution (DDA) selected
- Warning
- Last Click (intentional)
- Fail
- Rule-based model active (see notes)