One of the biggest mistakes marketers make is basing all advertising effectiveness on a metric like CTR or reach. At our company, we always start with attribution data: how much a particular campaign actually influenced the number of leads or sales. For example, we see that some creatives with good engagement rates do not bring enough conversions, while others, less “bright”, provide stable revenue. In this case, we pause low-performing creatives and re-deploy the budget towards campaigns that do drive conversions and revenue. In parallel, we analyze why some ads don’t work to improve future creatives and make targeting more accurate.