Conversion tracking should reflect the real business
Ad platforms need conversion signals that represent meaningful customer actions. For many service businesses that means forms, calls, booked appointments and qualified opportunities.
Primary conversions
Define one or a few high-value actions that represent genuine business intent.
Secondary signals
Track useful but lower-value actions such as CTA clicks or engagement as diagnostics rather than treating them as final success.
Close the loop
Where possible, connect lead quality and sales outcomes back to campaign and keyword data. That lets optimization move from cheap leads toward profitable customers.
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