We define the conversion and where its success is confirmed. A button click, a started form and an enquiry accepted by the server are different actions. An online store also distinguishes payment initiation from the agreed purchase outcome. Testing establishes when an event fires, whether it duplicates and whether a failed action is mistakenly recorded as successful.
Analytics, advertising platforms and business systems may attribute the same outcome to channels differently. Comparisons require agreed periods, statuses and report purposes. Measurement follows the website’s consent and privacy configuration; enquiry text and credentials do not belong in analytics events. Limitations in the available data remain visible when interpreting results.
Google Analytics attribution guidance explains how credit is assigned to channels; it does not replace correctly implemented and tested enquiry or sales events.