Start with the decision in front of you
Use the audit guide to review priorities, the paid-traffic guide to trace clicks to business outcomes, the experimentation guide to check test readiness, and the metrics guide to separate conversion rate, ROAS and profit.
Use the guides with your own evidence
These guides help you frame questions, not diagnose a business. Define the customer action, review the evidence you have, and consider traffic source, device, offer and downstream outcomes together.
Connect learning to action
Each guide links to relevant services, sources and the inquiry route. Compare the guidance with your situation, then choose a fitting next step; you do not need every service to make progress.
Common questions
Can these guides replace a diagnosis of my site?
No. They frame the question, but diagnosis depends on your pages, customers, measurement and implementation constraints.
Where should a CRO diagnosis start?
Start with the business action and the path visitors take before it. Define the event and denominator, then map the important steps from entry to completion. Check whether tracking captures each step before interpreting drop-offs; otherwise a measurement gap can look like customer friction. Sources and context
What does ROAS actually measure?
ROAS is attributed conversion value divided by advertising cost; it describes reported value per ad dollar, not net profit. A 4.0 ROAS means four dollars of tracked value for each dollar of ad spend. Check what the platform counts as value and which costs sit outside that ratio before using it to judge whether a campaign earns money. Sources and context
