The playbook
Offline Conversion Tracking: Review Process
A useful offline conversion tracking review ends with a supported decision for each item examined. Define the evidence required before opening the report: lead ID, event date, value, match status. These fields give reviewers a shared basis for agreeing what is working, what needs attention, and who should act.
Put the task in context
Preserve permitted matching identifiers and a stable lead reference when an inquiry first arrives. Upload only confirmed downstream events with accurate dates and values. Check platform requirements, eligibility, and reconciliation before relying on the reported result.
Set the review boundary
Choose the records or journeys that matter to the current question. Include a normal case, a recently changed case, and an exception where available. This is a diagnostic sample, not a claim that every item has been checked. Record how the sample was selected and what would justify expanding it.
Use explicit review criteria
| Criterion | Review question |
|---|---|
| Capture permitted identifiers and reliable business events | Is the supporting lead ID current and traceable? |
| Map the event to the appropriate platform conversion definition | Does event date support the decision being made? |
| Test timing duplicate handling and reconciliation | Can the next owner verify match status? |
Inspect the evidence before assigning a result
For each item, compare the intended behavior with the observed behavior. Pay particular attention to uploading inconsistent or speculative sales values. If it appears, record where it occurs and which assumption it contradicts. Distinguish a verified defect from an unanswered question and from a preference about how the work should look.
Where the evidence supports the known correction, use confirmed records and document value adjustments. Give that action to an accountable owner with a description of the expected result. If you cannot yet identify the cause, assign a diagnostic action rather than prescribing a speculative repair.
Record a decision that can be acted on
| Decision | When to use it |
|---|---|
| Keep | The current state serves the intended task and the evidence is adequate. |
| Revise | A specific gap is confirmed and the proposed action addresses it. |
| Investigate | Important information is missing or conflicting. |
| Retire or combine | The item has no distinct useful purpose in the current scope. |
Verify corrections and expand selectively
Recheck the affected campaign or conversion record after the owner completes the action. Then inspect other items sharing the relevant cause. A shared template, process rule, or data source may justify expanding the review. Similar wording or appearance alone is a weaker reason.
Turn the review into a decision summary
Summarize the affected scope, confirmed findings, actions, and open questions. Connect the findings to matched confirmed offline outcomes using the same definition as the baseline. A good summary lets the responsible person decide what happens next without reading every working note.
Check the destination and the resulting business record before increasing spend. A campaign can send relevant traffic to a form that fails, routes incorrectly, or records duplicates. Fixing that path may change the interpretation of campaign performance.
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