The Tracking Validation Routine

The gold standard for trusting your data.

Tips

  • When should I run the Validation Routine?
  • Click each hyperlinked test to open it in a new window. Keep this document open while you complete the tests.
  • Validate one record at a time. Run all validation steps on a single record (i.e. a Campaign, Adset or Ad) before validating the next record.
  • Record your Test Results for each step of the routine. Creating an accuracy log allows you to trust your historic data. You can also report your findings to our team for faster support.

Complete the Checklist in display order

Need help? Contact Customer Support

Step Tests
#1 - Quick Audit
  1. Review the Cannot Be Tracked list
  2. Check if data processing is complete
  3. If comparing softwares, then check for a ~20% margin in Total Leads or Revenue
#2 - URL Parameter Validation

Review the list of softwares and how to validate their URL Parameters.

#3 - Tracking Code Validation

Run all 3 Tests:

  1. Click Tracking
  2. Opt-in Tracking
  3. Sales Tracking
#4 - Run a Live Test Follow these instructions
My tracking passed all tests! My Tracking passes all tests, now what?

 



Step 1 - Quick Audit

Test 1 - Review the Cannot Be Tracked List

There is a list of use cases that cannot tracked. Some have alternative solutions, others do not.

Review the Cannot be Tracked List

Test 2 - Check if data processing is complete

If your data has not completed processing, then it's likely your numbers are inaccurate. Please wait for data processing to be complete.
How to check if data processing is complete

Test 3 - Check for a ~20% margin in Total Leads or Revenue*

*Only use this step if you are comparing results between Wicked and another tracking software.

Though it's healthy to compare two attribution softwares to each other, it's unhealthy to believe they will match exactly. No two attribution softwares will ever report the same value.

Find out why.

You must complete these steps when comparing softwares:

  1. Start your comparison at the Channel level, then work your way down to the Ad Level as needed.
  2. For the most valid comparison:
    1. Go to the FunnelVision Report
    2. Use Full Impact Attribution
    3. Use 100% View-Through Confidence
    4. Ensure your Date Ranges match
  3. Then, compare Wicked's Total Leads (or Revenue) column to the other software

The Expected Margin:
Revenue (and/or leads count) is within a ~20% margin between the two softwares, or Wicked shows more.

If your comparison is outside of the expected margin, it's possible your Wicked account is still tracking properly. We commonly find cases where the other software is over-reporting. Complete the rest of the Validation Routine to build trust in your data.


Step 2 - URL Parameter Validation

Review this list of softwares and how to validate their URL Parameters:

Facebook Ads
Google Ads
Microsoft Ads
Pinterest Ads
Snapchat Ads
TikTok Ads
Email & SMS


Your URL Parameters must be configured properly for tracking to work.
If your URL Parameters are not set up properly, then please update your URLs.


Step 3 - Tracking Code Validation

Test 1 - Click Tracking

Test 2 - Opt-in Tracking

Test 2 - Sales Tracking

Your Tracking Code must be configured properly for tracking to work.
If your Tracking Code is not set up properly, then please update your website.



Step 4 - Run a Live Test

Follow these instructions to run a Live Test


My Tracking passed all tests, now what?

Great! You can trust your Wicked account to make data-driven decisions.


Still uncertain?

  • Continue running the Tracking Validation Routine until you build trust. Proof is in the pudding.
  • Or, Contact Customer Support for additional reassurance


When should I run the Tracking Validation Routine?

Have your team schedule regular tracking validation tests. Here is when to schedule these routine checks:

  • Prior to launching your campaign
    Run URL Parameter Validation & Tracking Code Validation to catch errors prior to a launch.
  • One day after launching your campaign
    People make mistakes. Run the Quick Audit the day after launching a campaign to catch tracking issues as soon as possible.
  • On a regularly scheduled basis
    Establish a Tracking Validation Routine that coincides with your Marketing Analysis Routine. This will help you build unshakeable trust in your data prior to making data-driven decisions.
  • Any time you question the accuracy of your data. Here are a few examples:
    Trust: How do I know my data is accurate?
    Data Mismatch: My other software (e.g. Facebook) says I have X sales, but Wicked says Y. Why is that?
    High Unattributed Data: Why are my Unattributed sales/leads so high? Why do I have a sudden increase in Unattributed sales/leads?
    High Organic Data: Why are my Organic sales/leads so high? Why do I have a sudden increase in Organic sales/leads?