Analytics & attribution / Record reconciliation
Conversion Evidence-Chain Check
Follow an accepted inquiry from its measurement event into the CRM. Compare actual record fields, identify broken handoffs and take an actionable audit back to your team.
01 / Prepare evidence
Compare the handoff
Export a small sample containing one row per accepted inquiry. Join website and CRM fields by a stable lead identifier in your own system, then replace identifiers with labels such as L01 and C01.
Columns, status values and comparison rules
lead_id and event_id identify the accepted inquiry and its measurement event. source, medium and campaign contain the website’s acquisition labels. crm_id must identify the corresponding opportunity or inquiry, with matching crm_source, crm_medium and crm_campaign fields. A reused contact ID can create an ambiguous join.
status: pending = handoff not established; new = CRM accepted; qualified = sales-qualified; won = won in the CRM; lost = closed without a win. Use consistent, documented stage mapping. Direct or organic records can legitimately have no campaign. Headers can be reordered. Quoted commas are accepted. Maximum 1,000 rows.
02 / Review findings
Where the chain breaks
Load the worked example to see missing CRM links, overwritten source fields and duplicate identities. Your result will show exact data-row numbers and the next investigation for each finding.
- Establish unambiguous lead and event identities.
- Check whether a unique CRM record exists.
- Compare the three acquisition fields exactly.
- Count downstream outcomes only within the stated subset.
What the result establishes
This is a consistency check on a sample you supply. It does not inspect your website, confirm consent, verify payment, prove a sale or estimate incremental revenue. Matching fields show that a stated source survived the handoff; they do not establish that a channel caused the sale.
Turn a finding into a controlled test
Create one clearly labelled test campaign, submit a test inquiry through the same path as a customer, record the server’s acceptance identifier and verify the resulting CRM opportunity. Repeat for the channels your business actually uses. A phone or WhatsApp click requires separate evidence of a completed inquiry.
Google’s campaign URL documentation explains acquisition parameters. Its key events and conversions guidance explains platform terminology. The reconciliation rules above are DSDillon’s explicit implementation checks.
Continue investigating
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