Auditing your pixel before you trust a single number

Auditing your pixel before you trust a single number

The data-integrity checklist most buyers skip until reporting lies to them.
— 1: fire the test event tool — confirm Purchase fires once per order, not per page view.
— 2: check deduplication. Browser pixel + Conversions API double-counting inflates ROAS 30-50%.
— 3: verify event value passes a real number, not 0 or undefined.
— 4: match rate — aim 70%+ via Conversions API; below 50% you're flying blind on iOS.
— 5: confirm the optimization event = the money event, not 'Add to Cart'.

Event-quality basis, 40 accounts: match rate top quartile 82% / median 64% / bottom 41% (severely undercounting).

Read: a broken pixel doesn't just lose data — it trains the algorithm toward the wrong people.