Do you typically provide estimated conversion rates and cost per conversion in your plans / investment models for new clients? I like to only use a client's established metrics, and do not want to over-promise and under deliver for new clients when we don't have historical data. But I also don't want to be difficult to work with. Trying to gauge what others do. Do you give the estimate and hope for the best?

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I do this with industry benchmarks from one source. I caveat it heavily and try to back into the client’s goals

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I only estimate conversion rate based on a
client’s own data, there is such a huge swing based on website.

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If the client didn’t provide benchmark, use industry standards and inflate a bit where you can. Say that the CPMs and CPCs will change based on negotiations and hope for the best

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I just do it based on estimations/ similar campaigns and then caveat it in footnotes.

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