Tracking and pixel setup checker
Ten questions across conversion tracking, cost data, email attribution and ad connections. Answer honestly and you get a setup score plus the gaps worth closing first.
Conversion tracking
Is a conversion pixel installed and firing on every purchase?
Are conversions also sent server-side, not just from the browser?
Do checkout events (add to cart, begin checkout, purchase) all report?
Cost data
Is cost of goods loaded for every active product?
Are shipping and fulfillment costs recorded against orders?
Are payment and transaction fees accounted for in your profit view?
Email and retention
Is Klaviyo (or your ESP) connected to your analytics?
Do your post-purchase and win-back flows have revenue attributed to them?
Ad channels
Are all ad accounts connected, including the small ones?
Do all paid links carry consistent UTM parameters?
Why setup beats sophistication
Most stores do not have an analysis problem. They have a plumbing problem wearing an analysis problem's clothes: a pixel that stopped firing after a theme update, cost of goods loaded for half the catalog, one ad account nobody reconnected. Every model built on top of that inherits the error, and the more sophisticated the model, the more convincing the wrong answer looks.
The four groups here are ordered by blast radius. Conversion tracking decides whether channel reporting means anything. Cost data decides whether profit reporting does. Server-side conversion tracking addresses the first, product and margin reporting the second, and the integrations list covers the connections behind both.
Once the gaps are closed, the numbers become worth acting on. The margin calculator is the natural next stop if cost data was your weak spot, and if you would rather have a person look at it, the free analytics audit does exactly that.
Setup questions, answered
Why does unsure count against the score?
Because the reports behave the same way either way. A store owner who cannot say whether cost of goods is loaded has the same unreliable margin numbers as one who knows it is not. Unsure is a gap you can close in ten minutes by checking.
Is browser tracking not enough on its own?
Not any more. Ad blockers, tracking prevention in browsers and declined consent all remove conversions from browser-side pixels, and the losses fall unevenly across channels. Sending the same events server-side from your store gives the platforms a complete picture to optimize against.
What breaks first when COGS is missing?
Every profit view. Without cost data, margin reports become revenue reports, product profitability cannot be ranked, and breakeven ROAS is unknowable, so ad budgets get set against revenue targets that may be losing money.
How often should I re-run this check?
After any theme change, app install or checkout customization, and at least once a quarter. Tracking setups rot quietly: nothing announces that an event stopped firing, and the first symptom is usually a channel that looks like it collapsed.
A report is only as good as the data underneath it.
By the Numbers connects your store, ad accounts and ESP in one pass, then tells you when something stops reporting.
60-second install · 14-day free trial · No credit card required