01
Define the intended action precisely
A “conversion” can describe very different actions: a phone-button click, a submitted inquiry, a completed consultation or a purchase. Treating them as equivalent weakens the basis for decisions. Define the main objective and the supporting signals first. For inquiries, distinguish clicking the submit button from a confirmed server-side submission.
02
Look for duplication and missing signals
A single action may be recorded more than once through multiple tags or repeated visits. Consent settings and errors may also leave gaps. Test successful submissions, errors, retries and refreshes separately. Do not assume that advertising reports and internal inquiry records will always match; document differences in collection conditions and counting rules.
03
Review the ad and landing page as one journey
Check whether the landing page continues the expectation set by the ad and whether essential information takes unnecessary effort to reach. An inquiry form should ask for useful information without demanding excessive sensitive or undecided details. Try entering and correcting data on mobile. Review the whole visitor experience before making channel settings the only focus.
04
Record the reason for a change and what followed
Keep a short record of what changed, why it changed and what observation will guide the next decision. When several elements change together, avoid attributing the outcome to a single adjustment. Consider differences in the comparison period and traffic conditions. Use numbers to inform the next decision, rather than decorate a conclusion.