Performance marketing has the most data of any channel, which makes it the easiest to measure badly. Cost per click falls, click-through rates rise, and the business sees no difference.
Pick the outcome first
The job of performance marketing is to generate relevant traffic, leads and opportunities. Every test and every optimisation should be judged against that, not against the platform’s default metrics.
Optimise for the opportunity, not the impression.
That usually means connecting ad platforms to what happens after the click: the enquiry, the qualified lead, the sale. It is more work to set up. It is also the only way to know what is actually working.
