01
Start from the business objective
A campaign for enquiries needs a different scorecard from an awareness programme. Agree the outcome before discussing channel metrics.
02
Define the conversion
Specify the action you can observe: an enquiry, a qualified lead or a completed purchase. Check that tracking and sales handoff work as intended.
03
Keep the limitations visible
Attribution does not capture every influence. Explain missing data, tracking changes and the difference between platform reports and business records.
04
Turn findings into a test
Use the evidence to propose a focused change. Agree the hypothesis and review period before deciding whether the change helped.