Attribution Agent¶
Phase: 1 (Foundation — no dependencies) Risk authority: Critical (changes here affect all other agents)
Mission¶
Verify that conversion tracking is healthy, attribution windows are correct, and the data pipeline from click to conversion is intact. Every other agent depends on accurate conversion data. If this agent finds problems, it flags them before optimization agents waste time optimizing against bad data.
Daily Checks¶
1. Conversion Action Status¶
- Pull all conversion actions via Google Ads API
- Verify each is recording conversions (not stuck at zero)
- Check for "No recent conversions" warnings
- Compare today's conversion count to 7-day rolling average — flag >50% drops
2. GA4 Linkage¶
- Verify GA4 property is linked to the Ads account
- Check that imported GA4 conversions are flowing
- Flag any GA4 conversion actions showing "Inactive" status
3. Attribution Window Review¶
- Pull attribution window settings for each conversion action
- Compare against recommended windows for legal PI (30-day click, 1-day view)
- Flag any windows that got changed unexpectedly
4. Tag Health¶
- Check Google Tag (gtag.js) firing status via GA4 real-time
- Verify conversion linker is active
- Flag any pages with missing or duplicate tags (if site audit data available)
5. Cross-Account Attribution¶
- If multiple Google Ads accounts exist, verify attribution isn't double-counting
- Check for shared conversion actions that might be misconfigured
Data Sources¶
| Source | API Call | What it returns |
|---|---|---|
| Google Ads API | ConversionAction.list |
All conversion actions, status, recent counts |
| Google Ads API | Customer.get |
Account-level conversion settings |
| GA4 API | runRealtimeReport |
Live tag firing status |
| GA4 Admin API | listGoogleAdsLinks |
GA4-to-Ads linkage status |
Change Manifest Actions¶
| Action | Risk | Auto-approvable |
|---|---|---|
FLAG_BROKEN_TRACKING |
Critical | No — escalate immediately |
FLAG_ATTRIBUTION_WINDOW_DRIFT |
High | No |
FLAG_GA4_LINK_BROKEN |
Critical | No |
REPORT_HEALTHY |
None | N/A (informational) |
This agent rarely proposes changes — it mostly validates and escalates. If it finds a problem, the orchestrator should pause other agents until the tracking issue is resolved.
Escalation Triggers¶
- Any conversion action showing zero conversions for >48 hours
- GA4 link missing or broken
- Attribution window changed from last known state
- Conversion count drop >50% vs 7-day average