When it comes to analyzing your KPIs and metrics, false positives are important to be aware of. Conversions are a good indicator of performance, but it doesn't stop there. False positives can be avoided by looking at data beyond clicks and conversions, such as average order value or sales qualified leads. It's important to also take a look at where your traffic is coming from as bot traffic can lead to inflated results. Make sure you're digging deep into your data and looking at the whole picture!

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