Performance marketing measures should connect spend with a useful business outcome. Clicks and form submissions can help explain activity, but they do not establish that the campaign acquired a suitable customer.
Define the conversion events and distinguish an inquiry, qualified opportunity and completed sale. Compare acquisition cost with the margin and retention of the customers acquired. Keep attribution assumptions visible when several channels influence a purchase.
Review results by audience, offer and time period before changing spend. Check data quality when a metric shifts unexpectedly. Optimize toward an outcome the business can verify rather than the easiest event for the advertising system to count.
Open Sources Used
This page uses open and institutional references as a frame; the final decision still belongs to the company record, threshold and owner.
Related Articles
Reading adjacent decision areas keeps the topic from becoming an isolated note.