01 / A useful question

Define what “working” would mean.

Pick the business outcome you need to understand: suitable enquiries, first conversations, repeat customers or something else. Set a useful period for review. Counting output is not the same as agreeing what that output is meant to achieve.

A useful question: which customer action would tell us we are making progress?

02 / A useful question

Follow one customer journey.

Start where a potential customer first encounters the business. Follow the path to enquiry or purchase. Is the offer clear? Is the next step obvious? Does someone respond? Where are the questions left unanswered?

Look at the actual pages, messages and conversations—not only the campaign report.

03 / A useful question

Ask whether the offer makes sense.

Can a customer recognise that the offer is relevant to them? Is there a clear reason to choose it? What evidence answers their reasonable doubts? A channel cannot supply an answer that the business has not yet worked out.

“We should be on another platform” may be right. It is not the only possible answer.

04 / A useful question

Choose one useful test.

Name the assumption you want to check. Change something specific, agree what you will observe and give the test a sensible review point. Keep a record of the starting position so you can compare fairly.

Do not add six new things and then ask which one helped. That is less an experiment, more a lucky dip.

Find the gap before widening the funnel.

A practical review can help separate message, audience, offer, experience and follow-up issues. The aim is a useful next decision, not a longer list of tasks.

Talk it through