We had tracking firing flawlessly across all major events. The pixel loads, button clicks, funnel depth triggers. Everything looked clean. But conversion rates were erratic, and attribution modeling was giving us contradictory readouts.

The issue was buried in the CRM. The business team had layered their own logic filters that rejected nearly one in five leads marked "qualified" by the media funnel. They never told the media team.

So we were optimizing toward noise.

I created a bidirectional sync layer between lead qualification tags and actual sales outcomes. Within three weeks, the media buy was producing cleaner conversions, and CAC dropped by 14%.

Your tracking might be accurate, but if it's not aligned with the business logic, it's worse than wrong... it's misleading.

Data is only useful when it understands the business it's measuring.