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.
Test delivery, alerts, duplicate handling, and staff ownership. A campaign needs an operational process after the lead arrives. Record the decision as well as the numbers behind it.
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. Review the full journey before blaming or expanding one channel.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities