Begin with the agreed goal
Check whether the report measures the action the campaign was intended to produce. Reach and clicks describe activity, while enquiries and purchases describe different stages of response. Neither should be presented as the other.
Ask about quality
A form submission can be irrelevant or incomplete. Compare reported conversions with what the team actually received and could follow up. Keep personal details out of broadly shared reports and use appropriate summaries.
Look for context
Changes in budget, dates, offer or tracking can affect comparisons. Ask whether the periods are comparable and whether any data is missing. Avoid drawing a strong conclusion from a small sample without acknowledging uncertainty.
Choose the next action
A useful report should support a decision: improve the landing page, refine targeting, adjust the offer or gather more evidence. Record the change and review it later. A long list of metrics without a proposed next step is difficult to use.
Explore the next step
Read more about google ads and social media marketing or contact our team with your requirements.
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