Define a worthwhile conversion
A button click, form submission, qualified inquiry, and sale are not the same result. Agree which action guides bidding and reporting, then test that it is recorded once and reflects real behavior. Review the evidence behind a recommendation, including its limits.
Match messages and assets to the searched service or intended audience. The landing page must support the actual promise. Review the full journey before blaming or expanding one channel.
Conversion definitions
Distinguish a submitted form from an accepted lead or sale. Check event triggers and duplicate counts before using them to judge or automate performance. Check whether the comparison covers a similar sales cycle.
Review available search terms, audience signals, locations, and placements. Exclude clearly unsuitable traffic and document the reasons rather than making broad cuts from one poor result. Check the main customer path before judging the channel alone.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities
