Define the outcomes that matter
Start with calls, qualified leads, appointments, or sales your team can consistently identify. Document what counts and who records it.
Compare the data sources
Reconcile analytics, ad platform reports, call tracking, and CRM records. Use consistent campaign tags and review where multiple platforms count the same action.
Make budget decisions with context
Compare the quality and cost of outcomes across campaigns. Keep gaps in the data visible when assessing how much credit each channel should get.