Overview
01
Choose by customer journey
Use search platforms for explicit demand, marketplaces for product discovery and purchase, and messaging channels only when consent and follow-up operations are ready.
02
Compare on equal terms
Evaluate platforms with the same conversion definition, measurement window, landing experience, and customer-quality review.
03
Sequence channels deliberately
Start with the single channel that best matches your highest-intent demand, prove the conversion path, then add channels for discovery or retargeting. Running everything at once hides what is actually working.