Direct vs. Facebook Traffic in Google Analytics + UTM Tracking

I keep telling my team, there is only 2 things that matter:

  1. Are we on track with our budget?
  2. Are we on track with our conversions?

Yes, you cost per click, conversion rate, impression share, and all the other hundreds of metrics are important. But if we identified what our conversion goal and our budget is, those are the only metrics that matter at the top level.

This will allow you to identify if your account is on track or if it needs work. If it needs work or you want to scale your ads, you need to look at all the other metrics, but don’t get distracted by impression share when your ads are not performing just yet