Begin with the event definition. A successfully received inquiry, a qualified request, and a completed order are different outcomes. Check the recorded event against the business record. If a form fails but its button click is counted, the report can overstate demand without any increase in real inquiries.
Next, separate transaction records from advertising credit. An order record tells you a sale occurred; an attribution report assigns credit under particular rules. Google documents differences between some attribution and campaign reports. Compare definitions and reporting dates before treating unequal totals as an error, and do not add overlapping channel claims together as if they were separate orders.
Look at quality as well as quantity. An increase in inquiries is less useful if most concern products or services the business cannot provide. Categorizing requests as relevant, unsuitable, or unresolved gives the team a concrete question: is the message attracting the wrong audience, or is the inquiry process missing useful information?
Put revenue in context. Refunds, product costs, advertising spend, and service fees affect the commercial result. A strong revenue figure is not automatically profit, and attribution alone does not establish how many purchases would have happened without the advertisement.
Finish with a decision rather than a dashboard tour. Continue what has credible evidence, investigate an unexplained change, or test a specific improvement. With small volumes, avoid declaring success from a few extra orders. Agree on the counting rules and review period first so the team is comparing the same thing over time.
Ask what was counted, how it was verified, and what decision the evidence supports.