
Comparable outcomes
Align conversion definitions across channels before comparing cost. View-based and click-based reports can credit the same customer differently. Use measures that connect to the stated business goal.
Use search, social, display, or video for a defined customer stage. A format should solve a need rather than add another dashboard. Agree whether the evidence supports keeping, changing, or stopping the approach.
- A written brief
- Named responsibilities
- Agreed review points




