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Data Quality QA Checklist

Launch Checklist​

  • Primary conversions firing once per intended action
  • Value field passed and currency confirmed
  • GA4 linked and key events imported
  • Timezone and attribution windows validated
  • URL tagging policy applied across campaigns

Weekly Checklist​

  • Sudden conversion spikes or drops investigated
  • Mismatch between Ads and GA4 within tolerance band explained
  • New pages or forms tested for event continuity
  • Offline conversion imports successful

Change-Release Checklist​

  • Pre-change baseline snapshot saved
  • Owner and rollback plan documented
  • Post-change validation completed within 24 hours

Escalation Thresholds​

Escalate immediately when:

  • primary conversion volume changes > 30% day-over-day without media cause
  • conversion value drops to zero for active purchase campaigns
  • consent integration fails in production

Next Step​

Return to the module overview and continue with the next lesson in sequence.