Define your one primary conversion

Write down the single most important action a visitor can take — the one that means money. Everything you report ladders up to this.

Why this matters

A campaign with one clear success metric stays focused and honest. Tracking ten vanity numbers spreads effort thin and lets you hide from whether the work is actually paying off.

✓ How to do it

Ask: what's the one action that directly leads to revenue? (booking, quote request, call, purchase)
Make sure it matches the conversion you marked in GA4.
Write a one-line goal statement, e.g. 'Grow organic booking-form submits by 40% in 90 days.'
Keep it visible — it's the headline of every report you'll send.

Tips & pitfalls

If you have several, pick the one closest to money. Secondary goals can still be tracked, just not headlined.

Done with this step? Mark it complete to track your campaign progress.