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. Look for a clear reason before repeating or abandoning a test.
Develop the message for the placement and the audience's likely attention. Confirm asset rights and required versions before buying media. Leave the team with a decision, an owner, and a review date.
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. Review the evidence behind a recommendation, including its limits.
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