The tracking checklist to run before you scale anything

1. Google’s conversion count against real store orders for the same window. If they disagree, stop here.
2. One purchase conversion marked primary. Everything else secondary.
3. Conversion value passed, and matching the order total you actually bank.
4. No duplicate tags — channel app, manual gtag and GA4 import all firing is the classic.
5. Post-purchase upsells counted, or your best orders look average.
6. Consent banner impact understood — a blocked third of conversions looks like demand falling.
7. Attribution window matched to how people actually buy your product.
8. A test order placed and confirmed end to end.

Then scale. The double-counting problem in detail.