A conversion tracking review moves faster when the client names the decisions the data is supposed to support. Are you choosing assortment depth, approving paid budgets, or defending online contribution to the board? Each answer changes which events we stress-test first.
Prepare a short list of campaigns or promotions that historically matched finance. Those become the control set. Also list the disputes—refunds that never appear, mobile purchases missing on desktop reports, gift cards that distort average order value.
Export a week of orders with timestamps, values, and channels as you currently understand them. Redact personal details; keep enough structure for event matching.
Finally, nominate one merchandising owner and one marketing owner for the walkthrough. Reviews stall when findings land in a shared inbox with no named decision-maker.