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.
Review the conversion actions and values used by bidding. An automated system cannot distinguish suitable leads if every low-value action is treated equally. Explain uncertainty when the available data is limited.
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. Investigate unexpected changes before recommending more spend.
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. Compare customer actions with the message that attracted them.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities