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 tracking and operating changes before calling a result a trend.
Review available distribution and query reports for suitability. Evaluate the channel on useful inquiries and costs, not clicks alone. Keep reporting focused on decisions the business can make.
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. Separate agency fees from advertising, software, and production costs.
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