Measuring conversions in advertising is the foundation for automated campaign management, because the system learns precisely from these signals. The setup therefore determines the result more than the targeting itself. You need to check which actions count as the main conversion – if both a view of the contact page and a submitted enquiry are included, the system optimises towards the wrong thing. It is further worth verifying that the same action is not counted more than once, what the attribution window is, and whether conversion value is passed through, so that large orders can be distinguished from small ones. With a long sales cycle, the greatest benefit comes from importing actually closed deals from the CRM, which shows the system which enquiries had real value.
See also: Offline conversion import, Conversion window, Smart bidding (automated bidding).
