Define a worthwhile conversion
A button click, form submission, qualified inquiry, and sale are not the same result. Agree which action guides bidding and reporting, then test that it is recorded once and reflects real behavior. Keep the next decision tied to evidence the team can verify.
Compare spending with demand, conversion delay, and business capacity. Small channels still need clear budget limits. List third-party charges so the total budget is clear.
Conversion definitions
Distinguish a submitted form from an accepted lead or sale. Check event triggers and duplicate counts before using them to judge or automate performance. Check whether the comparison covers a similar sales cycle.
Review available search terms, audience signals, locations, and placements. Exclude clearly unsuitable traffic and document the reasons rather than making broad cuts from one poor result. Include sales follow-up when reviewing the quality of inquiries.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities