Platform pixels and conversion API, a tag manager container, GA4 event tracking, and the handoff into your CRM — and then all of it verified with real test submissions end to end. Launching on tracking nobody has validated is how accounts end up optimising confidently towards the wrong event for months.
Roughly half of the ad accounts Kando inherits are measuring something other than what the client believes they are measuring. Alongside tracking, capture a written baseline before anything changes — current spend, cost per lead, cost per qualified lead where the CRM allows it, and what the sales team says about lead quality. Without it, every later claim of improvement is unfalsifiable.