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The 9-Line Tracking Audit.

Not sure which of the nine lines are your problem? Take the tracking assessment ↓

The 9-Line Tracking Audit

Nine things your tracking infrastructure has to confirm, and what each gap costs you when it can’t.

Most tracking gets installed once and never audited again. It gets assumed to work because it was set up, which is not the same thing.

“Don’t know” is a valid answer to any line here. It’s a finding, not a failure.

Foundation

Every conversion your ads drive is actually counted, not assumed.

What to check: Confirm each conversion event fires and is recorded, once, for every real conversion.

You can trace a lead back to the specific ad or message that drove it, not just the campaign.

What to check: Confirm you can identify which individual ad, headline, or angle produced a given lead.

Funnel visibility

You can see what happens before someone converts, not just the final thank-you page.

The 9-Line Tracking Audit1 of 6

The Tracking Assessment

The Checklist tells you
what to checkThe Assessment tells you
where to start

The Tracking Assessment asks 12 questions about how your tracking stack is actually configured today, not how it was intended to work when it was installed.

Based on your answers, our team identifies the specific gaps in your setup, where they may be costing you in wasted spend or inaccurate data, and what you should fix first.

Take the Tracking Assessment

Inside the assessment

Find Out What’s Holding Your Ad Budget Back

A preview of the Tracking Assessment

Has anyone at your company actually verified that every conversion your ads drive gets counted, for example, by testing a submission and watching it show up in the platform, or is this based on your agency’s or developer’s word?

AYes

BNo

CI don’t know

That’s the finding.

If nobody in your company can verify this, then the only scorekeeper is the ad platform itself, the same party that gets paid when the numbers look good. Nobody’s checking the referee.

Take the Tracking Assessment

Why tracking matters

Every Budget Decision Runs Through Your Tracking

Clean tracking is the difference between “trust me” and “here’s the number.”

B2B software client

97%

of traffic engaging with high-intent content wasn’t being used to optimize campaigns.

Auto retail client

$43k

in ad spend was blind because deep-funnel conversions weren’t being attributed correctly.

B2B software client

21.8%

margin of data error caused by a conversion tracking issue.

Luxury retail client

27%

over-attribution of conversion events because of duplicate tracking signals.

Findings from past client audits

Who are we

Tracking Infrastructure Connects Everything We Do.

Deviate Labs is a growth marketing agency that works across the full funnel, from go-to-market strategy and paid acquisition to SEO/GEO, creative, conversion, and nurture.

Tracking connects all of it. It tells us which campaigns are creating real business outcomes, where prospects are dropping off, and whether platforms are optimizing toward the signals that actually matter.

12 years

Operating since 2014, in paid growth and measurement

250+ clients

From bootstrapped startups to billion-dollar enterprises

70%

Of audited accounts had a broken cross-domain handoff

Work with us

Rather Have Us Look at It?

We fix the tracking issues we uncover, strengthen the infrastructure behind your marketing, and step in across the funnel where performance needs it.

Apply for a discovery call

The Checklist tells youwhat to checkThe Assessment tells youwhere to start