Evaluate whether your conversion events are set up to optimise for high-value customers — not just volume.
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0 / 29 items
Needs attention
REQUIREDHIGH IMPACTBEST PRACTICEGoogleMeta
⚡
Core Event Coverage
Are the right customer actions being tracked at all?
0/4▲
Purchase event fires only on completed, paid orders
REQUIREDGoogleMeta
Add to Cart is tracked
HIGH IMPACTGoogleMeta
Checkout Started / Initiate Checkout is tracked
HIGH IMPACTGoogleMeta
Product / item page views are tracked
BEST PRACTICEGoogleMeta
💰
Revenue & Value Data
Does the platform know how much each order was actually worth?
0/5▲
A monetary value is sent with every Purchase event — never zero, never null
REQUIREDGoogleMeta
Currency code is included on every conversion event
REQUIREDGoogleMeta
Line-item detail is included — product ID, quantity, and unit price per item
HIGH IMPACTGoogleMeta
Value reflects the actual amount paid after discounts are applied
HIGH IMPACTGoogleMeta
Tax and shipping are excluded from conversion value
BEST PRACTICEGoogleMeta
🔍
Identity & Match Quality
Can the platform match each buyer to a real ad account and learn who your best customers resemble?
0/6▲
Customer email is sent (hashed) with every Purchase event
REQUIREDGoogleMeta
Customer phone number is included (hashed) when collected at checkout
HIGH IMPACTGoogleMeta
First name, last name, postal code, and country are included
HIGH IMPACTGoogleMeta
Facebook browser cookie (fbp) is passed from browser through to server-side events
HIGH IMPACTMeta
Facebook click ID (fbc) is captured from ad-click URLs and passed through
HIGH IMPACTMeta
Customer / account ID is included for logged-in shoppers
BEST PRACTICEGoogleMeta
🔁
Deduplication
Is each sale being counted exactly once?
0/3▲
A unique order ID is sent as the transaction or event identifier on every Purchase
REQUIREDGoogleMeta
The same order ID is used for both browser and server-side events — identical string and casing
REQUIREDGoogleMeta
The confirmation page cannot fire the Purchase event twice if refreshed
HIGH IMPACTGoogleMeta
↩️
Refunds & Cancellations
Does the platform correct its value model when orders are returned or cancelled?
0/4▲
Cancelled orders trigger a full conversion removal in Google Ads (RETRACT adjustment)
HIGH IMPACTGoogle
Partial refunds update the conversion value to the net paid amount in Google Ads (RESTATE)
HIGH IMPACTGoogle
Meta Purchase events fire only after payment is fully confirmed — never on order placement
REQUIREDMeta
Refund and cancellation corrections are processed within 7 days of the original conversion
BEST PRACTICEGoogle
🖥️
Server-Side Signal Coverage
Are conversions captured even when browser tracking is blocked or broken?
0/3▲
Server-side events run alongside browser tracking for Purchase
HIGH IMPACTGoogleMeta
Both browser AND server events are confirmed active for Purchase
HIGH IMPACTGoogleMeta
Meta Events Manager shows '1 event from 2 sources' on Purchase — deduplication is working
BEST PRACTICEMeta
📊
Verification & Ongoing Health
Do you know it's all working correctly right now?
0/4▲
Meta Event Match Quality (EMQ) score for Purchase is 6.0 or above
HIGH IMPACTMeta
Google Enhanced Conversions match rate is visible and healthy in conversion diagnostics
HIGH IMPACTGoogle
Custom store domain is verified in Meta Business Manager
BEST PRACTICEMeta
Conversion data quality is reviewed at least once a month
BEST PRACTICEGoogleMeta
On value optimisation: REQUIRED items are non-negotiable foundations. HIGH IMPACT items are where most budget is quietly wasted in underperforming accounts. Platforms cannot learn what a high-value customer looks like without accurate revenue values and strong identity match quality working together.
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0%
Overall Score
0/7
Required Done
0/15
High Impact Done
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