What this assignment produces: A one-page diagram of your actual stack (from ad click to CRM to reporting) with the gaps between "what Google optimizes" and "what sales believes" clearly marked.

Why it matters: Most accounts have never written this down. The gaps feel obvious in conversation but invisible in dashboards. Making them visible on one page is what makes the conversion map in Assignment 3 possible.

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Instructions

Step 1 — Sketch your stack.

Draw boxes and arrows (on paper, in Figma, in a Google Doc — medium doesn't matter). Label each layer:

Form / CTA → Tag container → Google Ads conversion actions → CRM or spreadsheet → Sales stages → Reporting dashboards

If you're not sure how one layer connects to the next, that gap is data. Note it.

Step 2 — Star three divergence points.

On your sketch, mark three places where CRM truth and Ads optimization diverge today. Common examples: form submits count as wins before sales has seen them; qualified stage exists in CRM but has no matching Ads conversion action; revenue is in the CRM but never sent back to Google.

Step 3 — Write one sentence.

Complete this sentence:

"The biggest gap between 'what Google optimizes' and 'what sales believes' in our account is: ___"

If you can't finish that sentence, you don't have an ads problem yet. You have a definitions problem. Fix that first, then come back.

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Assignment complete when: You have a sketch with three starred gaps and a written sentence you could use to open a conversation with a client or sales team.

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Module 3: The Framework (The Core)

Module objective: Build the three core deliverables (the Unequal Lead tier structure, the conversion map, and the value ladder), then learn the decision rules for assigning primary, secondary, and value roles to each stage.

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