Goals, audience, channel and tracking decisions

A four-decision worksheet: what counts as a conversion, who the offer addresses, which channels carry it, and how the event is verified before spend.

Begin with the conversion. Write it as one sentence: a stranger should be able to repeat it without interpretation. Everything else — audience, offer, channel mix, landing page — exists to produce that action. If two conversions compete for primacy, pick one and demote the other to an observation metric.

Illustrative: Campaign decisions before spend

Define the audience and offer together. An audience description without an offer is a demographic list; an offer without an audience is a slogan. The pair should appear verbatim in both channel copy and the landing page headline so the visitor recognises the continuity immediately.

Align landing page and channel copy by reading them side by side. Remove any promise the page cannot keep, and add any detail the page offers that the channel omitted. Then verify event measurement: confirm the conversion event fires in a test, and again after launch, before the first spend cycle closes. Finally, agree a reporting cadence and compare qualified outcomes against the spend figure you stated.

Conversion: one primary action, written plainly.
Audience and offer: a single paired sentence.
Copy alignment: channel and landing page read together.
Event verification: test before and after launch.
Cadence and comparison: interval agreed in advance.