When you’re stuck in the performance trap, you can sometimes miss nuances in the data that send you down the wrong road.

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We discuss these key takeaways:

1. Have clear and enforced objectives – when more focus is on the tactics, you need to bring your team back to focus on the overarching objectives. 
   1. The better the brand, the better the ROAS is – comparing your ROAS to competitors requires you to consider brand equity. 
      1. There’s a missing piece in looking at the whole customer journey. Making the journey congruent from start to finish can solve a lot of conversion issues.
2. Measuring your metrics vs KPIs – Just because you have a good KPI doesn’t mean you have good metrics. Your conversion rate may be down even though you have a good CTR on your ads. 
   1. If you need a refresher on this, check out our podcast episode that discusses it.
3. Gather qualitative data on your SQLS – 
   1. How fast are you responding to leads? 
   2. Are leads not fitting? 
   3. Maybe the quality of the lead isn’t right – the target audience may not be right, and users may not be understanding the product correctly. 

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