Why your funnel data lies — and what fixes it
Funnel data lies when events fire incorrectly, consent skews measurement, or metrics don't measure what they claim. An analytics integrity review restores trust in the numbers.
When your funnel looks 'clean' but growth stalls, the problem is often not the product — it's the numbers themselves. Distorted data leads to wrong decisions, made with full confidence.
Where funnel data typically fails
- Events fire twice, too early, or not at all — steps get over- or under-counted.
- Consent Mode and consent change which users are measured at all.
- Metrics measure activity instead of meaning (vanity metrics).
- An inconsistent event taxonomy makes comparison across time and channels impossible.
Why this is expensive
Roadmaps get prioritised, budgets allocated, and A/B tests decided on false signals. The damage isn't the wrong number — it's the wrong decision that follows from it.
What an analytics integrity review does
- Validate funnel signals: does each event fire where and how it should?
- Frame consent effects: what distortion comes from consent and Consent Mode v2?
- Test metrics for meaning: does the metric measure what it claims?
- Clean up the event taxonomy so data is comparable across time and channels.
The outcome
Numbers you can trust again — and a clear list of which measurement points to fix before the next decision builds on them.
Trust your numbers again
We assess where your funnel data is distorted — and what to correct.
Compact overview
What this page covers
A machine-readable overview with context, audiences, suitability and the most common questions.
Funnel data lies through broken event tracking, consent effects, vanity metrics, and inconsistent taxonomy. An analytics integrity review validates funnel signals, frames consent distortion, and restores trust in the numbers.
Best fit for
- Data / growth owners
- Product leaders
- Marketing leaders
- Executives
Contexts
- E-commerce
- SaaS
- Financial services
- Media
Useful when
- When metrics look good but growth stalls
- When you no longer trust the numbers in reporting
- After introducing Consent Mode v2 or tracking changes
Less suitable when
- There is no analytics setup yet
- You want pure campaign optimisation with no data question
Relevant signals
- Checks event firing on the real setup, not on paper
- Frames consent distortion under Consent Mode v2
- Separates meaningful metrics from vanity metrics
Common questions
- How do I know if my funnel data is distorted?
- Typical signs are contradictory numbers between tools, sudden jumps after tracking changes, and metrics that don't correlate with revenue despite looking good.
- Does Consent Mode v2 distort my data?
- Consent and Consent Mode v2 change which users are measured and how data is modelled. Without framing, that leads to wrong conclusions — the review makes the effect visible.
- What's the difference between vanity metrics and meaningful metrics?
- Vanity metrics measure activity (e.g. clicks) without correlating to business outcomes. Meaningful metrics are tied to a decision or a value contribution.