skill-110-conversion-tracking-breakage

Skill 110: Conversion Tracking Breakage Detection

Purpose

Detect when conversion tracking breaks or degrades. Even brief outages feed incorrect data to Smart Bidding, causing persistent optimization damage that takes weeks to recover.

Data Requirements

Data Source: Standard + Custom GAQL

Standard Data:

• data/performance/campaigns/*/campaign_metrics_30_days.md - Daily conversion trends

Reference GAQL - Daily traffic vs conversions:

SELECT
  segments.date,
  metrics.conversions,
  metrics.clicks
FROM campaign
WHERE segments.date DURING LAST_14_DAYS

Reference GAQL - Conversions by action:

SELECT
  segments.date,
  segments.conversion_action_name,
  metrics.conversions
FROM campaign
WHERE segments.date DURING LAST_14_DAYS

Use /google-ads:get-custom for detailed daily breakdown.

Analysis Steps

1. Establish Baselines: Calculate daily/weekly conversion averages and standard deviation
2. Identify Anomalies: Find sudden drops (>50% day-over-day), zero-conversion periods
3. Cross-Reference Traffic: Compare clicks trend to conversions - stable clicks + dropped conversions = breakage
4. Analyze by Conversion Action: Identify which specific actions are affected

Thresholds

Condition	Severity
Zero conversions for 24+ hours (with normal traffic)	Critical
Conversion drop >50% day-over-day	Critical
Conversion rate drops while traffic stable	Warning
Specific conversion action goes silent	Warning

Output

Short (default):

## Conversion Tracking Health Check
**Account:** [name] | **Baseline Conv/Day:** [X] | **Status:** [Healthy/Alert]

### Critical
- **Zero conversions on [date]** - Tracking likely broken
- **[X]% drop on [date]** - Investigate immediately

### Warnings
- **[conversion action] silent for [X] hours** - Check tag implementation

### Recommendations
1. Verify conversion tag in Google Tag Assistant
2. Check for recent website/GTM changes
3. Apply data exclusion for [date range] if breakage confirmed