Reading conversions and cost together

Check measurement first

Before interpreting conversion totals, check which conversion actions appear in the report. Forms, calls and purchases may represent very different business value.

Separate volume from efficiency

A lower cost per conversion can look positive, but if total conversions fall too, a growth goal may remain unmet. Read cost, volume and business quality together.

Make comparisons consistent

Check period length, weekday distribution, currency and account time zone. Include the extraction date because recent conversion data may be updated later.

Make uncertainty visible

Clearly note low volume or incomplete measurement. Avoid attributing performance improvements to a change without evidence for that explanation.