Measurement
Why conversion measurement comes before media budget
Advertising platforms make decisions based on the signals you provide. Missing or inaccurate conversion data can distort bidding, channel comparison and budget allocation at the same time.
Define the business outcome first
A form submission, phone call or sale is not always a complete definition. Separate qualified demand, recognised revenue and repeat purchase outcomes.
For every primary conversion, document the responsible team, source of truth and business value.
Establish one source of truth
Google Ads, Meta and analytics tools may not report identical numbers. Decide which system governs financial outcomes, which events platforms may optimise toward and which attribution rules reporting will use.
Test quality continuously
A firing tag is only the starting point. Check duplicate events, currency, order value, consent state and offline sales imports on a regular schedule.