When orders are no longer linked to search behavior, the search function appears to prester worse while only the measurement chain has been interrupted. A separate control of conversion registration prevents wrong commercial conclusions.
Compare received orders with the normal range and, where possible, with the checkout system. Pay attention to sudden failure after changes to the thank you page, consent settings or the online store platform. Rate quantities per store and not just as a total.
A thank you page can be reloaded or an integration can offer the same order again. Therefore, use a unique order ID and process repetitions without counting a second conversion. Signal deviations so that structural double shipment can be solved.
Follow the ratio between linked and unlinked orders. A shift may indicate missing session data, missing product clicks, or a modified attribution window. Unlinked does not automatically mean error, but a sudden change requires research.
Orders and clicks may only be linked within the same store. Check store ID, domain, and visitor identification before attribution takes place. This is particularly important for multiple online stores, countries or shared technical infrastructure.
Discuss which measurements, responsibilities and restoration routes fit your online stores and technical environment.