Conversion rates + ad performance declining

How do you calculate conversion rates accurately? Because every client has different sales processes, call leads at different times etc.

Someone i spoke to said to measure leads that show up on a call booked/or answer the phone and are interested in the service (since that depends less on each client)

Also if ad performance declines after you turn an ad back on, what do you do? I've launched new creatives, and am in the works of making a video ad, but for my clients' current niche and service seems like the performance has died a lot.

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