
Measurement interpretation
Distinguish views, engaged visits, attributed actions, and direct inquiries. State the attribution window and avoid treating every view as buying intent. Review outcomes alongside cost, effort, and customer quality.
Explain the message early and give viewers a reason to continue. A television-style introduction may not suit a skippable online format. Include sales follow-up when reviewing the quality of inquiries.
- A written brief
- Named responsibilities
- Agreed review points




