Recently I’ve become more and more irate by the phrase: ‘the paid social campaign did great’. Most of the times I follow up on that and ask: how? why? Unfortunately, 60–70% of the times I ask that question, I can see the look on people’s faces. The numbers looked great in the wrap-up report.
And Then I Go Back To These 3 Screens. One Goal.
For every ad you send into the world as a marketer you need to figure out one goal. Sure, create a funnel, figure out the consumer journey and leverage the targeting and strategy best suited, look at other metrics that can help you optimize. BUT report primarily on the one goal you set up the paid campaign for.
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