CREWSIVE WORKING BRIEF
Lead measurement definition brief

Publication: Best PPC Management Agencies
Reviewed: 8 November 2026
Original article: https://bestppcmanagementagencies.com/conversion-tracking-basics/

PURPOSE
Define each lead stage, test its trigger and identify which goals influence bidding.

WORK DETAILS
Business/project: ______________________________
Prepared by: __________________  Date: __________________
Review owner: __________________  Version: __________________

INPUTS
Business qualification rule:
____________________________________________________________
Website, form/call service and business record systems:
____________________________________________________________
Campaign goals and conversion actions:
____________________________________________________________
Allowed attribution identifiers and applicable data-handling requirements:
____________________________________________________________

WORK TO COMPLETE
1. Map phone clicks, accepted forms, qualified inquiries and booked jobs separately.
2. Specify the exact trigger and evidence for each event.
3. Inspect primary/secondary settings and the campaign goals, including custom goals.
4. Test accepted and failed requests using mocks; check duplicate counts.
5. Reconcile a small set of permitted identifiers and timestamps across systems.
6. Document gaps before proposing offline outcome imports.

WORK RECORD
Action name | Trigger | Source system | What it proves | Limitation
____________________________________________________________
____________________________________________________________
Action | Primary/secondary | Selected goal | Used for bidding?
____________________________________________________________
____________________________________________________________
Test | Expected count | Observed count | Evidence
____________________________________________________________
____________________________________________________________
Unmatched record | Possible cause | Next check
____________________________________________________________
____________________________________________________________

ACCEPTANCE CHECKS
[ ] Events describe what actually happened.
[ ] Failed requests cannot count as accepted forms.
[ ] Selected bidding goals match the intended action.
[ ] Personal form answers are excluded from ordinary analytics events.

RESULT AND NEXT ACTION
Observed result: _____________________________________________
Unresolved question: _________________________________________
Next action / owner / date: __________________________________

LIMIT
A tag firing, an accepted inquiry and a completed paid job are different facts.

SOURCES
Google Ads: About conversion tracking
https://support.google.com/google-ads/answer/1722022?hl=en

Google Ads: Primary and secondary conversion actions
https://support.google.com/google-ads/answer/11461796?hl=en

Google Ads: About offline conversion imports
https://support.google.com/google-ads/answer/2998031?hl=en

Crewsive - Paid search management (company-published service scope)
https://crewsive.com/paid-advertising.html

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