Practice
Tracking is a claim. It has to be true.
Broken tracking is the most common reason we delay spend. We would rather start late than buy into a lie.
If the thank-you page fires twice, if the phone pixel counts voicemail as a sale, if the banner rejects and the tag still loads — the account is not ready. We write that down and we wait.
Clients sometimes hear this as delay. It is cheaper than a quarter of optimising noise. The network tab does not care about the kickoff date.
Once it is honest, we keep it honest. The monthly pack has a tracking line. If it broke, the pack says it broke.