If you can't tell which ads drive revenue, you have an attribution problem.
Your agency sends monthly reports with impressions, clicks, CTR. But can you answer: which specific ad, keyword, and audience drove the most revenue last month? Not clicks. Revenue.
A click tells you someone visited. Nothing about whether they bought. Optimizing for clicks is like a restaurant counting window-lookers. Real attribution connects the entire chain from click to customer to revenue.
Makes branded search look incredible and awareness campaigns look worthless. It's misleading.
If customers call or visit in person, that data needs to go back into Google Ads. Otherwise the algorithm optimizes for the wrong customers.
Google says Google drove everything. Meta says Meta did. You need independent tracking above both.
Don't ask how many clicks. Ask how much revenue each campaign generated.