Start with the reporting period and source.
Every number needs a timeframe and an explanation of where it came from. Check the timezone, currency and account being reported. Note any missing access or interrupted tracking.
The report should identify what ran, what changed and how much was spent. Creative production and management costs may sit outside platform reports. Keep those costs visible when assessing the full campaign.
Ask what each event means.
A conversion action is a defined event in a system. Ask whether it represents a completed purchase, an accepted enquiry or a contact-button click. Google allows different types of conversion actions to be configured separately.
Confirm whether repeated submissions are counted and whether test traffic is identifiable. A report should make its definitions easy to find. That keeps a change in tracking from being mistaken for a change in customer demand.
Bring the sales conversation into the review.
The business can explain whether enquiries were relevant, received a response and became work. Use a limited lead record with access appropriate to the people handling it. Avoid copying sensitive customer detail into broad analytics reports.
A visitor may return on another device or contact the business through a separate channel. Reporting has limits. State those limits alongside the conclusions they affect.
Finish with decisions.
Good recommendations identify the observation and the action proposed. A search-term issue, a confusing page and a slow response process require different work. Assign an owner and a review date.
Use verified business figures in the actual review and explain uncertainty where figures are estimated. The Campaign Desk can help organise the project question and the practical checks needed before launch.