Primary and secondary conversions should be intentional
Form starts, page views and micro-actions can be useful diagnostics, but they should not automatically carry the same optimization weight as purchases, qualified leads or other primary outcomes.
Ecommerce needs value, not just order count
Revenue and conversion value allow bidding and reporting to distinguish a low-value order from a high-value one. Margin context can further change the economics even when platform revenue looks strong.
Lead generation needs downstream quality
Where CRM or offline data is available, we evaluate qualified leads, opportunities or customers rather than treating every form fill as equal.
Attribution is context, not certainty
Google Ads, GA4 and ecommerce platforms can report differently. We use those systems to make decisions without pretending one interface perfectly explains every customer journey.