Most tracking setups break in the same three places
We have built tracking on 167+ containers, and the failure modes are predictable. Pixels firing on the wrong page. Conversions double-counted because refunds never made it into the data layer. Last-click attribution crediting whichever campaign sent the post-purchase email, not the one that actually did the work.
The reports look fine until someone tries to make a budget decision from them. Then the numbers stop holding up. We build tracking that holds up under that pressure: implementations a CFO can take to a board meeting, or a media buyer can take to a Q3 audit, without rewording anything first.
Most of the work on a tracking project is unglamorous. Going through every event one at a time, comparing what GA4 says against what Xero, Stripe and the ad platform say, and resolving the gap. The tools matter less than the discipline.
