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.
Separate planning, production, management, and placement costs. Report actual delivery and defined outcomes together. Review the cost of maintaining the work after launch.
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. List third-party charges so the total budget is clear.
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Verify the next step while there is still time to correct a problem.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities