
Conversion accuracy
Check which actions are primary, whether events duplicate, and how qualified leads are defined. Bidding depends on the quality of those inputs. Ask customer-facing staff which details people need before deciding.
Compare available search-term information with the business offer. Use negative keywords carefully and check the effect on useful demand. Check what happens after the customer clicks, submits, or calls.
- A written brief
- Named responsibilities
- Agreed review points




