Check goals, tracking and attribution
A working connection is only the beginning. Max needs a clear definition of success and measurement that is real. The audit tells you where an account stands, and the free check shows the outside view before you connect anything.
Before you start
- Access to your website’s tags and to each platform’s conversion settings.
- Your sales records or CRM, to compare against.
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Run the free check first
Put your website into the free check. It reads one public page and says whether a Google Ads tag, analytics, a Meta pixel, a clickable phone number and a form are there, and what it cannot see from outside. Nothing is stored.
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Define success
Decide whether you measure enquiries, qualified leads, bookings or sales, and give each platform that goal on Goals. Keep the definition the same across platforms, so the report compares like with like.
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Read the audit
Once an account is connected, open Audit. Eight checks per platform from the last numbers Max read, with conversion tracking first and counted double. Each is marked Fine, Worth a look, Needs fixing or Not checked, with what was found and what to do. The score out of 100 counts only the checks that could be made.
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Send the stages back
Connect your CRM or use the lead inbox, and map each stage to what the platform calls it: a conversion action on Google, a Conversions API event on Meta, a conversion rule on LinkedIn. Emails and phone numbers are hashed before they are stored or sent; the click ID ties each enquiry back to the ad.
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Read revenue carefully
Won stages carry the order value, so the report can say what the month brought in. Return on ad spend is revenue divided by spend, not profit, and a missing value makes it incomplete.
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Scope repairs separately
Tag rebuilding, CRM work and server-side tracking are agreed as their own scope, either as part of assisted setup or with expert support.
Common issues
Why do the totals change?
Platforms backfill conversions for days. The explorer says how many of the days had numbers, and the last day is always still counting.
What does the audit never check?
Quality score and ad relevance, sitelinks and other assets, audiences and remarketing lists, keyword match types, and landing page speed. Max does not read them yet, so they are left out of the score rather than scored on a guess.
Next: Count enquiries, calls and sales
The lead inbox, website forms, calls and your CRM.
