This is the most overlooked mistake that advertisers make…
It’s not picking the wrong performance goal. It’s not picking the wrong targeting approach or even using ineffective ad copy and creative. It’s not even related to attribution setup or the API. These are all mistakes, but it’s not the most overlooked.
Your Results
The biggest mistake is a failure to properly interpret results. This is the most overlooked because it impacts everything. If you look at the wrong metrics or misinterpret what your results mean, nothing else matters.
Some advertisers are convinced that their results are amazing because they refuse to dig deeper. They see a high number of reported conversions and too good to be true Return on Ad Spend and they celebrate.
They don’t ask questions. They screenshot it and share it with their social circles. But they don’t tell you how many of those conversions are view through because they were pummeling a remarketing audience. They either don’t know or don’t care because they’re proud.
This is the nuance that experienced advertisers understand. They don’t obsess over secondary metrics like CTR, CPM, and CPC. They care about Cost Per Conversion, but they know how to apply appropriate context for those results.
It can go both ways. Sometimes the default reporting doesn’t tell you everything. You can uncover impact with attribution settings, offline conversions, or secondary reporting. Sometimes advertisers abandon campaigns that are working.
The ability to make sense of results may be the most underrated skill. Master it to separate yourself.
