How to adjust your strategy along the way?

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Look at intermediate conversions: We often talk about the final conversion rate (purchase or registration), but also take a look at micro-conversions (clicking on a link, adding a product to the cart, watching a video). These indicators show you where, precisely,


your visitors abandon the process.
Retarget: If you’re seeing a poor return on investment (ROI), ask yourself if you’re targeting the right audiences.



Sometimes, a simple adjustment to your targeting on social media or denmark phone number library Google Ads can make a huge difference.
Test different formats: video, carousel, static visual… Your audience may respond better to a certain type of ad. And if you publish on LinkedIn, for example, the tone will be different than on Facebook.
Don't be afraid to cut a non-performing campaign: if after several iterations, it doesn't take off, it's better to redeploy your budget and energy elsewhere. Better that than insisting all the way on a channel that doesn't bring you anything.


To evaluate performance, you must therefore look at several KPIs and take the time to understand why they are moving in one direction or another. It is this detailed analysis that will allow you to make the right choices and keep your campaigns on track.