Start with business questions
What action should a visitor take? Which channels contribute to that action? What evidence is available? Define these questions before opening the tools.
Follow the customer journey
Review the connection between search results or ads, landing pages, forms and the next step. A strong campaign message needs a relevant destination.
Check the measurement
Inspect important events, conversion definitions and the reports used to make decisions. Missing or duplicate tracking can distort what looks successful.
Prioritize the recommendations
An actionable report explains the issue, the evidence, the suggested change and its dependencies. Separate urgent fixes from opportunities that require more information.
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