
Audience and placement
Choose audiences and review available placement information according to the offer. Reach without relevance is a weak basis for expansion. Check that the next step is realistic for the people being reached.
Distinguish views, engaged visits, attributed actions, and direct inquiries. State the attribution window and avoid treating every view as buying intent. Distinguish customer actions from activity that only looks busy.
- A written brief
- Named responsibilities
- Agreed review points




