What should we check first when tracking appears to have fallen off after a website migration?

Start by comparing your actual backend orders or CRM enquiries before and after launch date so you know whether customer completions dropped or only the reporting dropped. Once you know orders are still arriving, trace one controlled test purchase or enquiry across the new journey to find the first handoff where the signal stops.

How do we know if the post-launch issue sits in GA4, Google Tag Manager or Google Ads?

If both GA4 and Google Ads dropped at the exact same moment on launch day, in our experience the break sits upstream on the website itself: in the new page templates, the dataLayer, the cookie banner order, or the Google Tag Manager trigger. If GA4 still records the conversion cleanly while Google Ads shows zero, the break sits in the link between GA4 and the specific conversion goal your Google Ads campaign is set to bid on.

Can historical GA4 data be recovered for the days tracking was broken?

Browser events that never fired when visitors were on your site cannot be recreated retroactively inside standard GA4 reports. However, your order system or CRM still holds the real commercial history for that week. Once we repair the live tracking through a cross-platform tracking audit, we document the exact dates of the reporting gap and use your backend order or lead tracking records so nobody misreads that week in year-on-year comparisons.

After a website move, where did the conversions go?

Orders still arrive, but GA4 or Google Ads conversions dropped after a website launch? How to trace one real order across the handoffs before rebuilding tags.

After a website move, where did the conversions go?

The new website is live and orders are coming through the checkout. Google Ads is still spending its daily budget. Then someone opens GA4 on Monday morning and sees that recorded purchases or enquiries have fallen off a cliff. When we get called in after a platform move or redesign, we see the launch team pointing to real orders in the backend while the marketing team points to a flatlining chart in GA4. Both of them are looking at a real piece of the puzzle. The mistake is trying to fix the whole dashboard at once instead of asking a much smaller question first: **what happened to one real order or enquiry as it crossed the new site?** ## Why the week after launch is so noisy Before anyone starts editing tags in a panic, you have to separate normal post-launch delays from an actual break in the plumbing. Google's documentation notes that standard GA4 reports can take **24 to 48 hours** to finish processing events and attribution. If your site went live at 4pm on Thursday and someone pulls a channel report at 9am on Friday, the numbers will look incomplete even if every tag fired properly. At the same time, a site migration changes almost every link in the measurement chain at