Before the first rupee of ad spend, agree on what a conversion is. For most businesses it is a qualified enquiry — a form submission, a call or a WhatsApp message from someone in your market.
Implement analytics and conversion events for those actions, and validate them by submitting a real test enquiry end to end.
Where platform pixels and server-side events both fire, plan deduplication with a shared event ID so a single lead is not counted twice.
With this in place, reporting reflects business outcomes rather than clicks, and optimisation decisions become straightforward.