
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. Review the full journey before blaming or expanding one channel.
- A written brief
- Named responsibilities
- Agreed review points




