→ Low CPC (but no conversions)
→ High impressions (but no sales)
→ Lots of clicks (but no qualified leads)
→ “Top position” (but still unprofitable)
These are vanity metrics.
Easy to track. Easy to justify. Useless for growth.
What actually matters?
→ Conversions
→ ROAS / profit
→ Conversion rate
→ Cost per qualified lead
→ Customer lifetime value
Because at the end of the day…
Clicks don’t pay salaries.
Impressions don’t grow a business.
Profit does.
👉 The shift is simple:
Stop optimizing for what looks good.
Start optimizing for what makes money.
