How to use the Conversion Tracking Setup and Audit agent skill

What the skill makes the agent do

The skill tells the agent to check what your site already runs, fire conversions only on confirmed success rather than on button clicks, and try to verify that a test conversion actually arrives at the destination. It also tells the agent to diagnose a problem before changing anything.

It covers lead generation (form submissions, booked meetings, chats, phone calls, signups) and ecommerce (purchases and subscriptions). It applies when conversions must reach Google Ads, Meta, GA4, LinkedIn, TikTok or Microsoft Ads, and when the work involves GTM tags and dataLayer events, pixels, the Conversions API, Enhanced Conversions, server-side tagging, or gclid and fbclid capture.

• Fires on confirmed success, never on the submit click
• Tries to verify a test conversion arrives
• Diagnoses before changing anything
• Offers free and native paths alongside paid ones and discloses partner tools
• Points to other skills for tracking plans and UTMs (analytics), attribution models (attribution), campaigns and bidding (ads), and CRM lead-stage design (revops)

Install the conversion-tracking skill

Download the ZIP for the skill from the directory page. You can install it in one of two ways.

For Claude Code, unzip the file into ~/.claude/skills/ to make it available everywhere, or into a project's .claude/skills/ folder to make it available only in that project.

In the Claude apps, open Settings, go to Capabilities, and upload the skill under Skills.

• Personal install: unzip into ~/.claude/skills/
• Project install: unzip into the project's .claude/skills/ folder
• Claude apps: Settings → Capabilities → Skills, then upload the ZIP

How to trigger the skill with natural requests

You don't need a special command. Describe your problem or goal in plain language, and the agent should recognise the request from the skill's description. Requests that name a symptom work well, such as conversions stopped, double counting, spend but no conversions, GA4 and Google Ads don't match, or an Unverified or Inactive status.

If you are starting from scratch, say what the conversion is and where it needs to go. The agent will look at your site and any available accounts before asking you anything, and will only ask about what it cannot observe.

• "Set up Google Ads conversion tracking for our contact form on this site."
• "Our Meta campaign shows spend but no conversions. Audit the tracking."
• "GA4 and Google Ads report different numbers for demo bookings. Find out why."
• "Should we add server-side tracking, or is it not worth it for us?"

What the skill needs and what it can verify

For most setups the skill needs Google Tag Manager or direct access to the site's code. Access to the target ad platform or analytics account is optional, but it is what lets the agent confirm that a conversion arrived rather than only that a tag fired.

The skill's bundled files are mostly reference recipes. They include detection recipes for common form and booking tools, including Acuity Scheduling, Cal.com, Calendly, Contact Form 7, Divi forms, Elementor forms, file downloads, Fluent Forms, Formidable Forms, Forminator, Framer forms, a generic AJAX form, and Gravity Forms. Each detector listens for one tool's success moment and pushes a standard dataLayer event. The README describes the set as 26 detectors across 6 destinations.

The skill does not ask for API keys in the files provided.

• Google Tag Manager or direct code access for most setups
• Optional access to ad platform or analytics accounts for verification
• Recipes for detecting common form and booking tools
• Use of the GTM container import files is described in the README

Safety notes: scripts and network access

This skill runs scripts and uses the network. Before you let an agent run it on a live site, read what it plans to do and make sure you understand the changes it proposes. Changes to tracking on a live site can affect privacy obligations.

The skill mentions consent banners but does not give legal advice. Decisions about consent or compliance should be made with a qualified professional.

Some conversions cannot be safely test-fired, such as live payment flows. In those cases the skill says what remains unverified rather than implying everything works.

• Review proposed tracking changes before they go live
• Legal and consent decisions are outside what the skill provides
• Live payment flows may remain unverified

Tips for getting reliable results

Decide what counts as a conversion before any code is touched. A confirmed form submission is not a click, and a purchase is not someone starting checkout.

Never add a new sender without knowing what is already sending conversions. A server integration or native channel can exist with no trace in the page source, and a second sender is a common cause of double counting.

Browser-only tracking loses some conversions to ad blockers, so the skill may suggest server-side options for more accurate numbers. Treat unverified items as unverified in your reporting.

• Name the exact conversion and the destination before you start
• Check for existing server-side or native integrations first
• Treat a fired tag and an arriving conversion as two separate facts