Step 2: Evaluate Volume Before Efficiency
During the first days, prioritise:
- Impressions
- Click volume
- Search query relevance
- Audience reach
Do not overreact to:
- 1–2 conversions
- Temporary CPA spikes
- Daily COS fluctuations
Low data volume creates volatility.
Example:
1 conversion at CZK1000 cost
Next conversion at CZK700 cost
CPA fluctuates dramatically — but trend is meaningless without scale.