Even if you hand a client a perfect ad account with all adspend in KPI, there's going to be depreciation. Media Buyers are jugglers who take into account Audience saturation, ad fatigue, budget, and creative. But different data sets illuminate different issues within the ad account, so understanding what they each say is detrimental to the juggling act. In this episode I go over the most important metrics I look at to tell if an account is succeeding - or needs a funnel refresh.