What specific type of event would necessitate immediately reviewing and adjusting your current conversion tracking configuration?

Any significant change to the website's structure, functionality, or conversion process would necessitate immediately reviewing and adjusting the current conversion tracking configuration. This includes events such as redesigning the checkout flow, changing the URL structure of key landing pages, updating the form submission process, migrating to a new e-commerce platform, or altering the way phone calls are tracked. Conversion tracking relies on specific triggers and parameters, such as button clicks, page views, or form submissions, to accurately record conversions. If the website undergoes significant changes, these triggers and parameters may no longer function correctly, leading to inaccurate conversion data. For example, if the URL of the 'thank you' page after a purchase is changed without updating the conversion tracking code, conversions will no longer be recorded. Similarly, if a new form submission process is implemented, the existing tracking code may not be able to detect the successful submission, resulting in lost conversion data. Failing to review and adjust the conversion tracking configuration after such events will lead to inaccurate reporting, making it impossible to effectively evaluate campaign performance and optimize bidding strategies. Therefore, any major website update should be immediately followed by a thorough review and adjustment of the conversion tracking setup to ensure data integrity.