Clicks and traffic describe activity. They do not tell you whether a customer was a good fit or whether the work was profitable.
Where access, data quality and consent requirements allow, linking acquisition source to qualified enquiry and closed sale can make investment decisions clearer.
Start with a measurement review. Advanced tracking, CRM integrations and offline conversions depend on the stack, permissions and agreed project scope.
Report observed facts separately from possible explanations. A change in conversion rate can guide investigation without proving its cause. Targets remain targets, not guaranteed outcomes.