Check data before changing bids
Broken tags, duplicate actions, and altered definitions can distort campaign decisions. Verify measurement when performance changes unexpectedly before changing targeting or bidding to solve the wrong problem. Check tracking and operating changes before calling a result a trend.
Track acceptance, opportunities, and sales delay. Learn from declined accounts rather than evaluating the campaign on volume alone. Turn the findings into a short list of actions and owners.
Budget and capacity
Allow for both media spend and management fees, and set a budget the business can test responsibly. Pause or adjust offers when staff cannot handle new inquiries. List third-party charges so the total budget is clear.
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Check what happens after the customer clicks, submits, or calls.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities