Distinguish attention from intent
Impressions and clicks show that something was seen or explored. They do not, by themselves, show that it attracted a suitable customer. Keep them in context with the actions people take afterward.
Define a qualified inquiry
Work with the people who handle incoming leads to define what a useful opportunity looks like. Consider service fit, location, scope, and readiness. A smaller number of relevant inquiries may be more valuable than a large volume of poor-fit contacts.
Check your measurement foundations
Make sure forms, calls, and other meaningful actions are recorded consistently. Use clear naming and document changes. Measurement gaps can make a campaign look better or worse than it really is.
Connect the report to a decision
Every review should answer three questions: what happened, what might explain it, and what should we do next? A report that ends with a long list of numbers is less useful than one that identifies a clear next experiment.
Be honest about uncertainty
Attribution is imperfect. People may discover you on one channel, research you on another, and contact you later. Use the available evidence carefully and combine reporting with what customers actually tell you.
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