Create an event dictionary
For every conversion, record the name, business meaning, trigger, platform owner, value, currency, deduplication key, and whether it is an immediate signal or a confirmed outcome. A lead form, booked call, checkout, subscription renewal, affiliate click, merchant-reported sale, and approved commission are different events and should not share a vague “conversion” label.
Keep the first implementation small. Track the events that change a decision, then add detail only when someone will use it.
- Use stable, readable event names.
- Separate clicks, leads, sales, and approved revenue.
Choose a value rule that can be defended
Purchase value may come from the checkout, while a lead may need a conservative expected value based on verified downstream data. Affiliate marketers should not assign merchant revenue to an outbound click. Use the affiliate network or merchant record for sales, reversals, and approved commission, then reconcile those outcomes to the controllable campaign identifier where possible.
Document whether reported value is gross sales, net sales, expected lead value, or commission. Mixing these measures can make an unprofitable campaign appear successful.
- Label the economic unit in every report.
- Use confirmed outcomes for major allocation decisions.
Verify firing, deduplication, and failure behavior
Complete a controlled event and inspect ClickMagick, the destination, and other analytics tools. Repeat after a refresh, browser back action, and delayed return when those behaviors matter. Confirm that one business event does not create several conversions and that failed payments or test orders are excluded or clearly labeled.
Test missing scripts, consent rejection, and stripped parameters. A measurement plan should describe what the report will show when capture is impossible instead of silently converting absence into zero performance.
- Test duplicates and exclusions.
- Record the expected result for an unobservable conversion.
Build a reconciliation cadence
Daily campaign signals can guide monitoring, but financial decisions may need weekly or monthly reconciliation because refunds, affiliate approvals, and delayed conversions arrive later. Create a table that compares ClickMagick events with the destination and approved revenue record by campaign identifier and date range.
Investigate material differences using timestamps, time zones, attribution windows, consent, identity, and status changes. Preserve both the immediate and confirmed views. This prevents late adjustments from erasing the context behind earlier decisions.
- Set separate monitoring and financial cadences.
- Annotate material discrepancies and corrections.
Sources used for this page
These records support the facts and comparisons above. Merchant-controlled records are labelled so you can separate product claims from independent evidence.
- ClickMagick product capabilities — MERCHANT · checked 2026-08-22
- Google Analytics attribution overview — PLATFORM · checked 2026-08-22
- Google Analytics modeled key events — PLATFORM · checked 2026-08-22