A conversion should represent a meaningful action, not simply an easy event to count. Page views and button clicks can help diagnosis but may not be qualified enquiries.

The decision to make

Separate primary outcomes from supporting interactions. Make sure repeated events do not inflate the report.

Practical checklist

  • Define when an enquiry is successfully received.
  • Distinguish test traffic where possible.
  • Review whether tracking changed during the reporting period.

An illustrative example

A click on a submit button can occur even when the form fails validation. Successful receipt is a different event.

Your next step

Validate the event against actual business records before using it to judge campaign performance.

AI-assisted planning guide published by Prime Pixels. Examples are illustrative, not customer case studies. Project scope and applicable requirements must be checked for your circumstances.