A broken tag doesn't show a warning. Your site keeps loading, visitors keep buying, and the only thing that quietly stops is the data telling you what works. From that moment every ad decision is a guess: which keywords to cut, which page converts, which campaign to scale. If you are spending on ads, a silent tracking break is one of the most expensive problems a site can have — because nothing looks wrong.
Check these first, yourself
Open your analytics and compare today's traffic with a normal day. A sudden floor near zero is the clearest sign tracking stopped.
Buy something on your own site in a private window and watch whether the purchase appears in both analytics and your ad platform.
Check your tag manager for paused, unpublished or duplicated tags — most breaks happen right after a site or theme update.
Confirm your conversion event fires on the confirmation page, not the checkout page, so abandoned carts aren't counted as sales.
Should you fix it yourself or call a rescue?
Still have questions?
Can't I just reinstall the tracking tags?
That is how you end up with duplicates counting every sale twice. The real fix is tracing what fires, when and where, then removing whatever is double.
How much does a tracking break actually cost?
It costs you the ability to know — every budget decision after the break is a guess. Fixing it is usually cheaper than one wasted week of ad spend.