Pick one primary action
Examples: lead form submit, trial start, checkout, booking. A primary conversion should represent strong intent.
Secondary events
Track supporting events (pricing view, signup start), but don’t optimize campaigns on them unless you have volume constraints.
Validation checklist
- Trigger a test conversion.
- Confirm it appears in analytics.
- Confirm platform attribution receives it (if integrated).
Tip
If numbers differ across tools, check time zones and consent blocking first before changing your conversion strategy.