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. Use several relevant signals rather than one isolated result.
Pass useful context to sales: need, account fit, source, and agreed next action. Avoid sending repeated low-information submissions. Document recurring costs and the person who controls each account.
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. Look for a clear reason before repeating or abandoning a test.
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. Look at what happened after the initial visit or interaction.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities