Most brands know their measurement isn't perfect. Few know exactly where it breaks or how much it costs.
This assessment scores your Google Ads measurement stack across four layers. Answer honestly - the gaps you uncover here are the gaps that are costing you money right now.
Based on audits across 20+ e-commerce brands spending $3K-500K/month.
Score each item on a 0-3 scale:
Be honest. A 0 on tracking is more useful than a fake 3 that leaves $4,200/month in misallocated spend undetected.
| # | Item | Score (0-3) |
|---|---|---|
| 1 | Consistent naming convention on all tags, triggers, and variables | ___ |
| 2 | Conversion Linker tag fires on ALL pages (not just conversion pages) | ___ |
| 3 | All conversion tags read values from the data layer (no hardcoded values) | ___ |
| # | Item | Score (0-3) |
|---|---|---|
| 4 | Exactly ONE primary conversion action (purchase with dynamic value) | ___ |
| 5 | All other actions (add to cart, page view, etc.) set as secondary | ___ |
| 6 | Transaction ID deduplication active (thank-you page refresh creates 1 conversion, not 4) | ___ |
| # | Item | Score (0-3) |
|---|---|---|
| 7 | Enhanced conversions enabled with match rate above 60% | ___ |
| 8 | Server-side tracking deployed (SGTM, Elevar, Stape, or equivalent) | ___ |
| 9 | Consent Mode v2 Advanced configured (all four consent types present) | ___ |
| 10 | Cross-domain tracking verified (if separate checkout domain) | ___ |
Layer 1 Score: ___ / 30
| # | Item | Score (0-3) |
|---|---|---|
| 11 | Attribution model matched to your conversion volume (DDA only if 300+ monthly conversions) | ___ |
| 12 | Attribution windows matched to your actual purchase cycle (not left on defaults) | ___ |
| 13 | Model comparison run at least once in the last 90 days (DDA vs last click divergence checked) | ___ |
| # | Item | Score (0-3) |
|---|---|---|
| 14 | GA4 and Shopify revenue within 15% of each other (10% is ideal) | ___ |
| 15 | Google Ads and GA4 conversion counts within expected range (+5% to +15%) | ___ |
| 16 | A reconciliation dashboard exists showing all sources side by side | ___ |
| # | Item | Score (0-3) |
|---|---|---|
| 17 | Conversion delay measured (you know your 80th percentile purchase lag) | ___ |
| 18 | Minimum evaluation window enforced (never kill a campaign before the delay passes) | ___ |
Layer 2 Score: ___ / 24
| # | Item | Score (0-3) |
|---|---|---|
| 19 | Metrics classified into vanity, diagnostic, and decision tiers | ___ |
| 20 | Dashboard built around decision metrics only (ROAS, CPA, profit) | ___ |
| 21 | Alerts configured for diagnostic metrics that breach thresholds | ___ |
| # | Item | Score (0-3) |
|---|---|---|
| 22 | Weekly tracking integrity check (conversion count vs 4-week average) | ___ |
| 23 | Budget pacing reviewed weekly (constrained winners identified) | ___ |
| 24 | 30-minute weekly diagnostic runs consistently every Monday | ___ |
| # | Item | Score (0-3) |
|---|---|---|
| 25 | Monthly deep dive with budget reallocation review | ___ |
| 26 | Recovery playbooks documented for common crises (CPC spike, ROAS collapse, volume drop) | ___ |
Layer 3 Score: ___ / 24
| # | Item | Score (0-3) |
|---|---|---|
| 27 | At least one incrementality test run in the last 12 months | ___ |
| 28 | Brand search incrementality tested (organic replacement rate known) | ___ |
| 29 | Incrementality factors applied to daily dashboard (calibrated ROAS, not platform ROAS) | ___ |
| 30 | Quarterly testing calendar planned | ___ |
Layer 4 Score: ___ / 12
| Layer | Your Score | Max | % |
|---|---|---|---|
| Tracking Foundation | ___ | 30 | ___% |
| Attribution Clarity | ___ | 24 | ___% |
| Reporting & Diagnostics | ___ | 24 | ___% |
| Incrementality | ___ | 12 | ___% |
| TOTAL | ___ | 90 | **___% ** |
Your measurement stack has fundamental gaps. Budget decisions are based on data you cannot trust. Estimated monthly waste: 20-30% of ad spend.
Priority: Start with Layer 1. Fix tracking before touching anything else. A 78-point diagnostic is your first step.
Some foundations in place but significant blind spots. You're probably making 2-3 incorrect budget decisions per month based on bad data.
Priority: Complete Layer 1, then Layer 2. Get all platforms within 10-15% of each other. The reconciliation dashboard alone will change how you allocate budget.
Tracking works. Attribution is configured. But reporting and incrementality have gaps. You're making generally correct decisions but missing optimization opportunities.
Priority: Build the weekly diagnostic cadence (Layer 3) and run your first incrementality test (Layer 4). The weekly diagnostic catches constrained winners - campaigns that would perform better with more budget.
Strong measurement stack. You know what's working and why. Focus areas: tighten reconciliation tolerances, automate alerting, build the quarterly testing calendar.
Priority: Incrementality testing and dashboard calibration. Apply incrementality factors to your daily reporting to see true performance, not platform-reported performance.
Full measurement stack deployed and maintained. Tracking accurate, attribution reconciled, reporting systematic, incrementality proven. You're making decisions on data you can trust.
Priority: Maintain cadence. Refresh incrementality factors quarterly. Watch for regression as platforms update and team members change.
For each Layer 1 or Layer 2 item you scored 0 or 1, estimate the monthly cost:
| Gap | Estimated Monthly Cost | Your Estimate |
|---|---|---|
| Duplicate conversion firing | $2,000-10,000 | $___ |
| Missing transaction ID | $1,000-3,000 | $___ |
| Static conversion values | $1,000-5,000 | $___ |
| Wrong primary conversion | $3,000-15,000 | $___ |
| No server-side tracking | $3,000-10,000 | $___ |
| Wrong attribution model | $2,000-8,000 | $___ |
| No reconciliation dashboard | $1,000-5,000 | $___ |
| Total estimated gap cost | $___/month |
The average account we audit has $4,200/month in measurement-driven waste. Accounts scoring below Level 3 typically have $6,000-15,000/month in addressable gaps.
If you scored Level 1-2: The Google Ads AI Agentic System ($4,997+) walks you through every fix in sequence. Four modules. Four weeks. From broken tracking to calibrated incrementality data.
If you scored Level 3: Focus on the specific layers where you scored lowest. The weekly diagnostic alone (Layer 3) saves most operators 5-15% of spend by catching constrained winners and stopping premature campaign kills.
If you scored Level 4-5: You're ahead of 90%+ of advertisers. Use this assessment quarterly to catch regression. Share it with your team so everyone understands the measurement standard.
Every dollar spent without accurate measurement is a decision made on incomplete information. The gaps you just identified are the gaps that are costing you money today.