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 whether the comparison covers a similar sales cycle.
Use equivalent conversion definitions when comparing channels. Differences in audiences and attribution can affect the apparent cost per lead. Choose an approach the team can keep accurate after delivery.
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. Separate agency fees from advertising, software, and production costs.
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 the whole path instead of judging one screen in isolation.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
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