Every optimization decision in paid search depends on accurate conversion data, which makes tracking setup worth getting right before anything else.
Track the Actions That Actually Matter
A form submission or purchase is a meaningful conversion; a page view alone rarely tells you whether the traffic was worthwhile.
Avoid Double-Counting
Overlapping tracking tags or duplicate conversion actions can inflate your numbers and lead to decisions based on inaccurate data.
Test Before You Trust the Data
Run a test conversion through your own funnel after any setup change to confirm it's being recorded correctly.
Next step: Use the Server Status Checker to confirm your tracking and conversion pages are loading correctly for every visitor.