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.
Test delivery, alerts, duplicate handling, and staff ownership. A campaign needs an operational process after the lead arrives. 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. Use several relevant signals rather than one isolated result.
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. Review the destination and response process alongside the campaign.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities