Performance and Measurement
This domain tests measurement: UET tagging, conversion goals, attribution, audience data, and how bidding strategies depend on clean conversion signals.
UET and conversion goals
Universal Event Tracking (UET) is a base tag on every page plus optional event tracking for clicks, purchases, and sign-ups. Conversion goals can be destination URL, duration, event, or pages per visit. The count setting matters: “All” counts every conversion, while “Unique” counts one per customer per conversion window. Revenue values feed ROAS bidding, so pass them accurately.
Attribution
Default last-click gives full credit to the final click. View-through conversions for audience and native ads can credit impressions without clicks; compare them separately from click conversions. Longer conversion windows capture delayed purchases but can overstate recent campaigns.
Worked example
Spend $4,000, reported revenue $12,000, so ROAS is 3.0. A target ROAS of 400% means $4 revenue per $1 spend, or $16,000 expected revenue. The gap is $4,000. Do not just cut spend: check whether UET fires twice (duplicate counting), whether revenue values are passed, and whether view-through conversions inflate the figure. After fixing duplicate tags, revenue is $10,000 and ROAS 2.5; now the campaign is genuinely below target and needs conversion-rate or average-order-value work.
Traps
Counting page views as conversions; not testing UET on all pages; using last-click alone to judge upper-funnel audience ads; changing conversion settings mid-flight and comparing before and after as if equivalent.