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 tracking and operating changes before calling a result a trend.
Review available distribution and query reports for suitability. Evaluate the channel on useful inquiries and costs, not clicks alone. Look at the customer outcome as well as the channel activity.
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. Check that a visitor can find the next action without guessing.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities