Ads across 12 accounts, with leads counted correctly
~180 real leads a month, counted correctly (before: 1,891 reported — 9 in 10 were not real)
Bad trackingFragmented advertisingScaling operations
How we got there
- Issue found
1,891 recorded leads in one month — far above what the sales team was seeing.
- How we checked
~180 actual leads once form submissions were reconciled against the CRM.
- Root cause
The lead event fired on cookie acceptance, not on form submit. Bidding had learned to buy consent clicks.
- What we fixed
Tracking architecture corrected: trigger rebuilt, conversion action remapped, weekly read-only check added so it cannot silently break again.
- Measured Delivered
~180 real leads a month, counted correctly (before: 1,891)
Before / after · What changed, in numbers.
Before1,891recorded "leads" in one month
System changeThe lead event moved from cookie acceptance to form submit; the conversion action remapped; a weekly read-only check added.
After Delivered~180real leads, reconciled with the CRM
Measurement window: one month, reconciledConfidence / caveat: Volume fell because the fake events stopped; bidding re-learned in 9 days.