Conversion Tracking Setup Playbook
Use this playbook when configuring conversion tracking from scratch or when auditing an existing setup.Step 1: Define your conversion contract
- List required event classes (lead, sale, custom).
- Define approved event names and status lifecycle.
- Define value/currency policy for revenue-relevant events.
- Define identity requirements (email or stable customer ID).
- Define idempotency key policy for retries.
Step 2: Choose tracking channels
| Channel | Best used for | Key constraint |
|---|---|---|
| Browser/client instrumentation | Front-end milestones and immediate actions | Must use client-safe credentials only |
| Server-to-server | Authoritative backend/payment outcomes | Requires strong idempotency discipline |
| Provider integrations | External system lifecycle signals | Mapping quality controls data accuracy |
- Browser tracking for funnel milestones.
- S2S for payment/subscription truth.
- Integration ingestion for provider-owned lifecycle events.
Step 3: Configure browser/client tracking
- Confirm publishable credential is active.
- Place tracking where user milestone is actually completed (not only clicked).
- Include stable identifiers and event name.
- Send test lead event and test custom event.
- Verify both appear in Events and Conversions surfaces.
Step 4: Configure server-to-server tracking
- Emit events from backend source-of-truth systems (billing/orders/subscription engine).
- Include transaction/order ID for dedupe.
- Include explicit status and currency/value where applicable.
- Replay the same event ID intentionally and confirm duplicate-safe handling.
- Validate final event state and revenue behavior in analytics.
Step 5: Configure provider ingestion
- Connect provider in Integrations.
- Configure mapping and trigger settings.
- Send provider test event.
- Confirm normalized event values and statuses in Linquid.
- Pause/re-enable integration once to validate lifecycle controls.
Step 6: Validate cross-page consistency
- Open Conversions page and confirm expected totals.
- Open Events page and confirm event-level evidence for same window.
- Open Customers page and confirm stitching for identity-enabled events.
- Open workspace/campaign/link analytics tabs and confirm directional alignment.
- Export and reconcile for audit-grade validation.
Event quality checklist
- event names are consistent and dictionary-controlled
- statuses are from approved lifecycle values only
- values and currency are explicit for monetary events
- retries keep the same transaction/event identifier
- identity field quality supports customer stitching
Common setup failures
| Symptom | Likely cause | First action |
|---|---|---|
| Event appears in Events but not revenue views | Missing or non-monetary value/currency semantics | Review value/currency and event class policy |
| Revenue appears but customer list is sparse | Missing identity fields | Enforce email/customer ID in payload |
| Counts spike unexpectedly after retries | No idempotency key | Add transaction/event dedupe key |
| Sales and leads mixed incorrectly | Event naming drift | Normalize event names to approved dictionary |
Cutover checklist (before real traffic)
- Run controlled test set for each channel.
- Confirm no duplicate inflation under retry simulation.
- Confirm event status transitions reflect intended policy.
- Confirm currency behavior in selected reporting context.
- Capture one reconciliation export as baseline.
/user-guides/manual/data/conversion-methods-and-event-types-reference/user-guides/manual/data/conversions-customers/user-guides/manual/data/analytics-and-reporting/user-guides/manual/ecosystem/provider-setup-playbooks