- When a campaign yields positive results, it’s not necessary to investigate metrics with the same vigor as when your campaign falls short of expectations.
- Ultimate insight comes from looking at each campaign in isolation rather than aggregating your learnings from all campaigns into a single view.
- Measurement results should lead to actionable insights; it should inform your decision-making.
- One of the first steps you must take is to check whether the result of a specific objective exceeded or fell short of its goal.
