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The Importance of Defining Conversion Tracking Before You Go Live

While campaigns can go live without conversion tracking fully set up, it’s highly recommended to finalize these details during the campaign pre-launch phase to avoid delays and misalignment. This guide will walk you through best practices.

🎯 Why This Matters

Conversion tracking is key to measuring and optimizing your campaign’s success. While we can launch campaigns without conversion tracking finalized, we strongly recommend that all conversion details are sorted out prior to go-live.

Why? Because when conversion setup is figured out after launch, it leads to:

  • Performance misalignment

  • Reporting gaps or misfires

  • Inefficient troubleshooting

  • Extended back-and-forth between teams

Avoiding these delays starts with clear communication up front.

✅ What to Confirm Before Launch (Highly Recommended)

Even though it's not required to launch, here’s what you should ideally have locked in beforehand:

  1. What counts as a conversion?
    e.g. Purchase, Sign-Up, Add to Cart, Page View, Custom Event

  2. How will it be tracked?
    Direct Pixel Placement on the Client's Site? Pixel Placement through Google Tag Manager? Does the client already have Google Tag Manager placed on their site and can access be granted to our team for pixel placement?

  3. Is the pixel/event live and firing?
    All pixel testing should occur before launch if possible.

  4. Does our team/platform have access to tracking data?
    Does our team have the accurate Google Tag Manager Permissions granted?

🚫 If You Launch Without Conversion Setup

We get it — timelines can be tight. But here’s what you should expect if conversion details come in after launch:

  • Any conversion-based optimizations or goals will be delayed
  • Reporting may be incomplete or misaligned until tracking is validated
  • There may be additional time required for troubleshooting and communication

🚦Our Policy

We can launch campaigns without conversion tracking in place — but:

  • Campaigns will not have accurate conversion data set up until tracking is verified

  • It is highly recommended to finalize and test your tracking setup before launch to avoid performance gaps or extended troubleshooting

📝 Submission Template (Optional, But Encouraged!)

To keep everything smooth and aligned, feel free to use this template when submitting campaign details during the proposal or pre-launch phase:

Conversion Event(s):
Pixel Placement Method (Direct Pixel Placement or Placement through Google Tag Manager):
Special Notes:

💬 Need Help?

If you're unsure how to set up your conversions or want to test tracking before launch, reach out early. We’re happy to help — but it's much easier (and faster) when handled before the campaign is live.