Can You Trust Your Digital Analytics?
Find out how much of your confidence is based on evidence - and how much is based on assumption.
Start the Free Trust CheckHow strong is the evidence behind your measurement?
The Trust Check helps uncover warning signs before you rely on the data for marketing or business decisions.
Data in a dashboard doesn’t prove the measurement behind it is working.
Some of the most damaging analytics problems can sit quietly in the background while reports and ad platforms continue to look normal.
See how a measurement-coverage discrepancy changed the interpretation of performance.
Events misfiring
Important events can fire incorrectly, inconsistently or not at all.
Missing parameters
Events may exist without collecting the information needed to make them useful.
Misaligned KPIs
Measures can be technically available while disconnected from business objectives.
Reporting workarounds
Manual fixes and filters can hide underlying tracking problems.
Broken integrations
Google Ads, Search Console and other links may not work as expected.
Weak QA
Measurement changes can reach production without repeatable validation.
Take the 10-Point Measurement Trust Check
A free, 10-question self-assessment for anyone responsible for website analytics, marketing performance or reporting. Allow around 3–5 minutes and answer from the evidence you have today.
You’ll review event testing, parameters, conversions, business objectives, your Measurement Plan, reporting workarounds, integrations, documentation and ongoing QA. Your result shows how strongly your answers support confidence in your measurement, with a suggested next step.
This is a starting point for investigation. It does not access your analytics account or independently test your tracking. A high score reflects your answers; it does not certify that your data is accurate.
This is designed to make you think about the evidence behind your measurement, so some questions may take a moment to answer.
At the end, enter your email to access your result. If you’re new to Conversions Matter, we’ll ask you to confirm your email before sending your secure result link.
Where should we send your Measurement Trust result?
Enter your details to reveal your result.
Recommended next step
This Trust Check is a self-assessment. It does not independently verify the technical implementation or accuracy of your analytics data.
Measurement Gap Scorecard
Identify the biggest gaps in your analytics measurement, understand where confidence is weakest, and get a prioritised plan for what to address first.
Identify the gaps
Go beyond the initial Trust Check to understand where your measurement foundations need attention across Diagnose, Design, Implement and Validate.
Understand the risk
See where confidence in your measurement is weakest, so you can focus on the gaps that matter to the decisions you need to make.
Know what comes first
Use your prioritised plan to decide what to address first, direct your team’s effort or frame a brief for specialist support.
Measurement Foundations Kit
Take the next step after the Gap Scorecard and start building your own KPI framework. Connect the measures and KPIs you use to the goals and objectives they are meant to support.
Templates to build on
Give your framework a structure, linking business goals and objectives to the KPIs and supporting measures that help you understand performance.
Guides to completion
Work through the templates with practical guidance on how to complete them and connect each part of the framework.
An interactive walkthrough
Follow a guided process as you develop your framework, helping you work through the decisions rather than starting with a blank template.
The Scorecard helps you decide what needs attention. The Foundations Kit helps you start building the framework yourself. Technical implementation and independent validation can be scoped separately.
A structured approach to measurement you can trust.
Good analytics measurement isn’t just about adding tags. It requires understanding what exists, deciding what should be measured, implementing it correctly and proving that it works.
Diagnose
Establish what can and can’t be trusted.
Design
Define what should be measured and create the Measurement Plan.
Implement
Turn the approved plan into working measurement.
Validate
Prove the measurement is working and reporting correctly.
“What evidence do we have that our analytics are measuring the right things, in the right way, and reporting them correctly?”
