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. Review the evidence behind a recommendation, including its limits.
Distinguish views, engaged visits, attributed actions, and direct inquiries. State the attribution window and avoid treating every view as buying intent. Keep reporting focused on decisions the business can make.
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. Confirm which expenses need approval before they are incurred.
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Review both successful actions and errors before launch.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities