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.
Compare spending with demand, conversion delay, and business capacity. Small channels still need clear budget limits. Ask for a clear explanation of any change to the quoted scope.
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. Keep the next decision tied to evidence the team can verify.
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. Review the destination and response process alongside the campaign.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities