# Practical guides to acquisition measurement

Canonical page: https://globalleadindex.com/guides/

Language: English. Site content date: 2026-09-12

> Prepare definitions, briefs and test plans before hiring an acquisition agency.

The acquisition desk

Working guides for the conversation between marketing, sales and the agency.

Field guide

## [Lead, qualified lead and sale: agree on the definitions](https://globalleadindex.com/guides/lead-qualified-lead-sale/)

Before comparing agencies, write down what each stage means in your business. A shared name does not guarantee a shared rule.

Field guide

## [How to verify the journey from advertising to CRM](https://globalleadindex.com/guides/verify-crm-handoff/)

A successful submission message is only the beginning of the check. Follow the record until sales changes its status.

Field guide

## [What you need to compare two advertising periods](https://globalleadindex.com/guides/compare-advertising-periods/)

Two totals are not a comparison until their periods, definitions and operating conditions match.

Field guide

## [When an advertising case does not transfer to your business](https://globalleadindex.com/guides/case-transfer-limits/)

Use a case to investigate a method. Treat the reported result as conditional on its original business context.

Field guide

## [Read advertising and sales reports together](https://globalleadindex.com/guides/ads-and-sales-report/)

The reports answer different questions. Build a bridge between them instead of forcing their totals to match.

Field guide

## [Traffic problem or landing-page problem?](https://globalleadindex.com/guides/traffic-or-landing-page/)

A low conversion rate describes a symptom. Separate audience mismatch, friction and broken measurement before choosing a fix.

Field guide

## [What to check before increasing ad spend](https://globalleadindex.com/guides/before-increasing-ad-spend/)

More budget expands the current system, including its weak points. Check whether the next increment can be evaluated.

Field guide

## [Build a useful feedback loop from sales](https://globalleadindex.com/guides/sales-feedback-loop/)

“Bad leads” is a complaint, not a usable classification. Turn feedback into a small set of consistent reasons.

Field guide

## [What belongs in an advertising creative test plan](https://globalleadindex.com/guides/creative-test-plan/)

A new visual is not automatically a new hypothesis. Describe what you expect the audience to understand or do differently.

Field guide

## [Document attribution limits in the report](https://globalleadindex.com/guides/attribution-limitations/)

Attribution assigns credit under a rule. A report should make that rule visible before interpreting business impact.

Field guide

## [Conditions for a meaningful conversion experiment](https://globalleadindex.com/guides/conversion-experiment-conditions/)

An experiment needs more than two page versions. Agree on the decision it will inform and the data it can produce.

Field guide

## [Prepare an event map that answers business questions](https://globalleadindex.com/guides/marketing-event-map/)

Start with the decision a team needs to make. An event without a defined use becomes maintenance work without clear value.