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

Recommended pattern:

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.

Related:

/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

Conversions and Customers

Conversion Methods and Event Types Reference