Activation & operations
Conversion tracking
Conversion tracking is the technical setup - pixels, server-side events, imported conversions - that records when the desired outcome happens and feeds it back to platforms and analytics. It powers optimisation and reporting, and it breaks more often than anything else in the chain.
In practice
Every tracked event needs a named owner who confirms it fires, the platform receives it and the campaign can be reported at the planned level. 'The analytics team' is not an owner.
When performance drops suddenly, verify tracking before touching media - a dead pixel produces the same chart as a strategy failure.