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. Review the evidence behind a recommendation, including its limits.
Develop the message for the placement and the audience's likely attention. Confirm asset rights and required versions before buying media. Choose the next task from the review rather than repeating the calendar.
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. Look for a clear reason before repeating or abandoning a test.
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. Separate unsuitable inquiries from failures in the response process.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities