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. Explain uncertainty when the available data is limited.
Distinguish views, engaged visits, attributed actions, and direct inquiries. State the attribution window and avoid treating every view as buying intent. Explain what each measure shows and what it cannot show.
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. Ask for a clear explanation of any change to the quoted scope.
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Confirm that forms, phone links, and replies reach the right person.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities