Analytics
Send Value, Not Counts, to Your Ad Platforms
Automated bidding optimises for what you tell it. Counting every lead as one conversion teaches it to buy the cheapest ones.
Naiem Mart · 11 Jun 2026 · 4 min read
Estimate value per lead type
Historic close rate multiplied by average order value is enough to start. Precision matters less than differentiation between lead types.
Validate before you trust
Confirm events fire once, in the right conditions, with the right value. Most measurement disputes trace back to a duplicate tag.
Review the model quarterly
Values drift as your mix changes. A stale value model quietly misdirects spend.
AnalyticsPaid AdvertisingMeasurement