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.
Use a defined budget, audience, duration, and success measure. Do not expand every format before the first customer path works. Check what happens after the customer clicks, submits, or calls.
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. Check tracking and operating changes before calling a result a trend.
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. Check that the next step is realistic for the people being reached.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities