That is possible: there are many Phone Number Database different ways to measure: the AdWords conversion pixel. Beslist.nl also measures the results via its own measuring pixel. Parties such as Criteo also measure Phone Number Database all conversion to which they have contributed with their own system. All kinds of tools also measure in their own way. All this extra data is not bad in itself, but you have to Phone Number Database understand what it all means. If data is measured by multiple systems, you get overlap. Multiple channels claim the full conversion (value), and there is therefore overlap. What you want is to Phone Number Database correctly attribute the total result to channels, across resources. This is called: conversion attribution . Also read: Retargeting: 3 reasons to work with multiple retargeters Determine your bottom-line objective For the sake of convenience, I will only use determining a Phone Number Database budget for online advertising in this story. Depending on the type of Phone Number Database organization, I see that advertisers are willing to invest between 2 and 15 percent of their total turnover in (online) performance advertising. You are free in the amount of this Phone Number Database percentage, of course, but keep in mind that the higher the percentage, the more you can bid and the more volume you can realize. So do not think that a lower Phone Number Database percentage is cheaper; that actually costs you turnover. Determine it realistically, but on the cautious side. Once you have established this for yourself, you can properly Phone Number Database measure the objective and results. The total turnover of the organization is undoubtedly known, so you can continuously adjust the budget accordingly. You can then completely outsource the care for the optimization of your media budget expenditure to your agency.