Published
Start with the business outcome
Define the action that matters: a qualified conversation, a purchase or a repeat customer. Connect campaign reporting to that action so the team can see the difference between attention and commercial value.
Build a useful testing habit
Test a specific question at a time. A new audience, offer or creative direction should come with a hypothesis and enough context to interpret the result.
Look beyond the platform
Review landing pages, sales follow-up and customer experience alongside media performance. Paid campaigns are one part of the journey.