Check data before changing bids
Broken tags, duplicate actions, and altered definitions can distort campaign decisions. Verify measurement when performance changes unexpectedly before changing targeting or bidding to solve the wrong problem. Check whether the comparison covers a similar sales cycle.
Distinguish views, engaged visits, attributed actions, and direct inquiries. State the attribution window and avoid treating every view as buying intent. Look at the customer outcome as well as the channel activity.
Budget and capacity
Allow for both media spend and management fees, and set a budget the business can test responsibly. Pause or adjust offers when staff cannot handle new inquiries. Make the budget match the work the team can realistically deliver.
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Use a real test inquiry to check delivery and follow-up.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities