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. Investigate unexpected changes before recommending more spend.
Test conversion events, phone and form paths, location setup, exclusions, and budgets. Record the initial settings for later comparison. Review both successful actions and errors before 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. 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 what happens after the customer clicks, submits, or calls.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
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