# Attribution health check (100 points)

Score each item: 0 (missing), 3 (partial), 5 (solid). Total / 100.

Bands: 0-39 critical plumbing gaps; 40-69 usable but fragile; 70-89 board-safe with listed fixes; 90-100 maintain and re-audit after changes.

1. [ ] Auto-tagging enabled in Google Ads (score: )
2. [ ] gclid captured to CRM on first enquiry (score: )
3. [ ] gclid protected from overwrite on later forms (score: )
4. [ ] gbraid/wbraid fields exist (score: )
5. [ ] Consent Mode v2 defaults documented (score: )
6. [ ] CMP updates consent before ads tags fire (score: )
7. [ ] Primary conversion is not raw page view (score: )
8. [ ] Offline conversion action exists for closed won (score: )
9. [ ] Mid-funnel offline bridge conversion exists (score: )
10. [ ] Upload job dedupe key in place (score: )
11. [ ] Conversion timestamps include timezone (score: )
12. [ ] Currency aligned between CRM and Ads (score: )
13. [ ] Call tracking DNI on paid landing pages (score: )
14. [ ] Call outcomes stored in CRM (score: )
15. [ ] Qualified call values uploaded (score: )
16. [ ] GA4 enquiry event names standardised (score: )
17. [ ] CRM stages match commercial language (score: )
18. [ ] Board report shows pipeline not only CPC (score: )
19. [ ] Quarterly search term negative review (score: )
20. [ ] Attribution owner named in the team (score: )