How much conversion data are your ads actually getting?
Answer 18 questions about your Google, Meta, and site tracking stack. We score signal quality and estimate how much revenue your dashboards are probably missing.
Foundational tracking is broken or absent. Fix measurement before scaling spend or changing bid strategies.
- GA4 linked
- Enhanced Conversions
- Offline import
- Call tracking
- Meta Pixel
- Meta CAPI
- Event deduplication
- Purchase/lead optimization
- Google Tag Manager
- Server-side tagging
- Consent mode
Estimates based on industry-standard performance benchmarks for SMB ad accounts. Actual results vary based on offer quality, market saturation, seasonality, and operational capacity. The audit identifies which factors apply to your business.
- Meta Conversions API not active
- Google Enhanced Conversions not enabled
- Offline conversions not imported to Google Ads
Tracking fixes you can implement immediately for Automotive services:
- Install CallRail with DNI before touching bidsAutomotive accounts miss 40–60% of conversions from phone bookings. Dynamic number insertion pipes call data back into Google Ads as conversion events within 48 hours.
- Strip form-fill conversions; book-appointment onlyIf form fills, page views, or clicks count as conversions, your ROAS is fiction. Strip the conversion list down to booked-appointment + completed-service.
- Enable Enhanced Conversions in the Google Ads tagFirst-party hashed data lifts Google Ads match rates 40–60% post iOS 14.5. Enable in-tag before increasing budget anywhere.
- Send offline phone bookings back as conversion eventsImport CRM or call-centre bookings as offline conversions with value attached. Smart Bidding cannot optimise for revenue it cannot see.
Share this score with your team — no email required. Anyone with the link can see the answers you entered.
What is Tracking Trust Score?
The Tracking Trust Score is a free self-reported conversion tracking audit that estimates how much Google Ads and Meta conversion data your dashboards are probably missing.
Published by Zenos senior strategists · Benchmarks last reviewed 2026-07-27 · Free to use — no email required for your on-screen score
What this measures — and who it's for
If your dashboard ROAS looks healthy but pipeline doesn't, the problem is often tracking — not creative or bids. The Tracking Trust Score is a conversion tracking audit for SMB advertisers running Google Ads and Meta. Answer a short set of questions about pixels, Enhanced Conversions, Meta CAPI, call tracking, and conversion hygiene. You get a 0–100 score, estimated attribution loss, and a prioritised 14-day fix list. Built for owners and marketers who need an honest read before they change spend. It is a self-reported diagnostic, not a live tag inspection — use the free audit when you want us to verify what the score suggests.
Best for
- SMB owners spending enough on Google or Meta that bad data is expensive
- Marketers who see healthy dashboard ROAS but weak pipeline or revenue
- Teams about to scale spend or switch to Smart Bidding / Advantage+
Not a fit when
- Enterprises that already run continuous tag QA and server-side pipelines
- Anyone needing a live tag inspection — that is a free audit, not this score
What the score covers
Google Ads signal
Enhanced Conversions, offline imports, call tracking, GA4 linking, and conversion hygiene.
Meta signal
Pixel, Conversions API (CAPI), event deduplication, and purchase/lead optimisation events.
Site & consent layer
GTM, server-side tagging, consent mode, and cross-domain continuity.
Directional SMB ranges we calibrate against
- Benchmarks are authored from Zenos SMB audit portfolios (US/UK-weighted) and public attribution-loss ranges commonly cited for iOS/CAPI stacks — reviewed quarterly.
- Self-reported answers estimate directional loss; a live audit verifies tags, CAPI, and Enhanced Conversions in your accounts.
Three steps to score your conversion tracking stack
- Step 1
Answer the tracking questions
Tell us what layers you have live — Pixel, CAPI, Enhanced Conversions, offline imports, call tracking.
- Step 2
Get your Trust Score
See a 0–100 score, category breakdown, and estimated attribution loss capped against SMB baselines.
- Step 3
Fix the gaps
Follow the 14-day plan — or request a free audit if you want a senior strategist to inspect the live setup.
How we score this — and what we don't claim
Benchmarks follow a fixed source hierarchy: (1) anonymised Zenos SMB client portfolio ranges (US/UK-weighted), (2) public industry reports (WordStream, LocaliQ, and similar summaries), (3) platform-published case ranges used only as sanity bounds. Scores are directional self-diagnosis anchors — not guarantees and not a live account inspection.
- Last reviewed
- 2026-07-27
- Next review due
- 2026-10-27
- Refresh cadence
- quarterly
- Scope
- SMB paid media + local SEO (US/UK primary)
Author: Zenos IT Solutions performance strategists. Want verification on your live accounts? Request a free 24-hour audit.
Related insights and resources
Insights
- Meta CAPI attribution for US brands
- Meta Event Match Quality guide
- Pixel + CAPI event_id deduplication
- Meta Advantage+ SMB playbook
- Meta creative testing system
- Google Ads conversion tracking for US SMBs
- Lead Path Coverage Score
- Google Ads call tracking for service businesses
- Call ads deprecated: RSA + call assets
- Google Ads WhatsApp conversion tracking
- Forms vs calls vs WhatsApp measurement
Scores are the start. Execution is the product.
If your score is below 60 — or you're spending enough that leaks hurt — a senior strategist can inspect the live accounts and tell you what to fix first.