Why does everything fire - but confidence is missing?
Tags are clean. Events fire. GTM is tidy. No visible bugs. Formally, tracking works.
And yet, when numbers come up in a meeting, there’s that feeling: something’s off.
What’s actually misaligned?
Tracking can be technically correct and conceptually broken:
• different conversion definitions
• different attribution windows
• different units of value
The data is correct by form, but wrong by meaning. You get precision without clarity.
What usually gets overlooked?
Confidence doesn’t come from bug-free tracking. It comes from shared logic. Without one interpretation framework, even perfect tracking produces doubt.
What I push teams to do?
I force them to document business definitions first - what this metric answers, which event represents it, and over which window. I don’t ask “does it fire?” I ask “does it answer the decision we’re making?”
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