A report should support decisions. If one number combines different user actions, understand what it represents before optimising.
Start with an action map.
Map the path from an ad to an enquiry or purchase. Mark supporting steps and the final goal. Google lists purchases, calls and app downloads as examples of trackable actions. Your choice depends on the business model — see Google's conversion measurement guide.
Run a controlled test.
Our suggested check is to complete one full journey and record the events at each stage. This gives the implementation owner clear questions: what triggers an event, where is it received and how is it named?
Document the limitations.
Do not treat every difference between systems as proof of an error. First describe the comparison conditions and data coverage. The aim is a clear setup and an understanding of which numbers can be compared.
A practical outcome: an event map, configuration documentation and a checklist to repeat after website changes.
