What does the Conversion Tracking Auditor check?

Dex audits 8 critical areas: pixel installation, pixel firing status, event coverage (PageView, ViewContent, AddToCart, Purchase, etc.), UTM parameter consistency, server-side tracking (CAPI), data quality signals, cross-domain tracking, and consent mode compliance. Each issue includes severity rating and fix instructions.

Why is my Meta Pixel missing conversions?

Common causes: iOS 14+ tracking restrictions blocking browser-side pixels, ad blockers preventing pixel fires, incorrect event placement (Purchase event on wrong page), missing Conversions API (CAPI) setup, or consent mode blocking tracking before user consent. Our audit identifies exactly which issues affect your setup.

How accurate is tracking without Conversions API?

Browser-only tracking misses 30-50% of conversions due to iOS restrictions, ad blockers, and browser privacy features. Conversions API (server-side tracking) recovers most of this data. Our audit shows your current data loss rate and provides CAPI setup guidance.

What platforms does the Tracking Auditor support?

We audit Meta Pixel, Google Ads (gtag), Google Analytics 4, TikTok Pixel, Pinterest Tag, Snapchat Pixel, and Twitter/X Pixel. We also check Shopify's native tracking, Google Tag Manager setup, and common third-party tools like Elevar, Triple Whale, and Littledata.

How do I fix a broken pixel?

Every issue in our audit includes specific fix instructions. Common fixes: reinstall pixel through GTM or native integration, check event trigger conditions, verify pixel ID matches ad account, ensure pixel fires after page load, and test events using platform debug tools. For complex issues, we provide step-by-step guides.

What are UTM parameters and why do they matter?

UTM parameters (utm_source, utm_medium, utm_campaign, etc.) track where your traffic comes from. Without consistent UTMs, you can't attribute conversions to specific ads or campaigns in Google Analytics. Our audit checks for missing UTMs, inconsistent naming, and common mistakes like utm_source=facebook vs utm_source=fb.

Should I worry about consent mode?

If you have EU/UK traffic, yes. GDPR requires user consent before tracking. Google's Consent Mode and Meta's Limited Data Use help maintain some tracking while respecting consent. Our audit checks if consent mode is implemented and estimates data loss from consent denials.

Conversion tracking auditor

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What Dex Checks

Pixel installation & firing, event tracking coverage, UTM parameter consistency, server-side tracking status, and data quality across all platforms.