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. Explain uncertainty when the available data is limited.
Match messages and assets to the searched service or intended audience. The landing page must support the actual promise. Include sales follow-up when reviewing the quality of inquiries.
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. Compare the result with the original objective before expanding the work.
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. Separate unsuitable inquiries from failures in the response process.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities