Define the primary conversion A thank-you page, validated form submission or qualified call should be clearly separated from button clicks and page views.
Preserve source information UTM parameters, landing page, campaign identifiers and timestamps help connect leads back to the activity that created them.
Review quality outside the ad platform A low cost per lead is not automatically good. Add a simple sales outcome field so optimisation can move toward qualified opportunities.
Key takeaway
Marketing decisions improve when the complete journey is measured: message, page, conversion, response and sales outcome.