What you can’t measure, you can’t manage.
Free digital marketing panning and benchmarking templates and guide.
Try to always optimized against CpA (Cost per Action), so you don’t fall into the CpC (Cost per Click) Trap: even though the white banner has a better CpC, the green one has a better CpA.
If you are tracking an Action on your site, then you either need an AdServer Conversion Pixel or one from each media owner. This also means you probably need to update your privacy information!
And don’t forget to set a specific goal for your KPI beforehand, based on benchmarks.
Enter fact-based decision-making and optimization!