Reading your ad numbers without a degree in maths
Impressions and clicks only matter if they lead somewhere meaningful. Compare like with like, change one variable at a time and give tests enough time to produce a useful signal.
Make the message clear
Check that conversion tracking works before judging campaign performance. If the measurement is wrong, optimisation will be wrong too.
Keep improving
Ask for the numbers in plain words: what did we spend, what happened, what did it cost and what should we test next?
Good design and useful marketing are not separate jobs. They work best when every detail helps a customer understand, trust and take the next step.
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