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.
Separate planning, production, management, and placement costs. Report actual delivery and defined outcomes together. Separate agency fees from advertising, software, and production costs.
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