Audit after a migration for attribution windows / event company

For event company, reported performance changes when windows or timezones differ. This field note turns which time boundary explains the discrepancy into a short test for event company, so the next change has a traceable reason.

Frame the signal

Context check: registration and attendance records. Topic check: normalize reporting timezone and conversion date.

Start with the first journey after the platform or domain changed. Treat the dashboard number as a question, not an explanation. Follow one real journey from the first interaction to the system that owns the outcome. If a value is missing, mark it unknown instead of filling the gap with an assumption.

Trace the handoff

• Record the value at the first step and note the exact page, event, or record where it appears.
• Compare the browser, tag manager, analytics, ad platform, and CRM views without changing the implementation during the check.
• Check redirects, consent state, validation, naming, timestamps, and timezone before comparing totals.
• The migration record should compare the old contract with the new one.

Leave a decision record

the migration record should compare the old contract with the new one. Keep the owner, timestamp, evidence link, expected result, observed result, and next action together. Checking what the migration preserved only after the current path is readable to someone who did not build it.

Reference: Google Ads conversion measurement guidance. For the next handoff, LeadSheet keeps the record connected.