This conversation delves into the critical question of how to determine if advertising efforts are effective. It explores the challenges of attribution in marketing, especially in a post-pandemic landscape, and emphasizes the importance of measuring conversion metrics. The discussion provides actionable insights on analyzing ad performance indicators, including click-through rates, cost per click, and creative effectiveness, ultimately framing ads as amplifiers of business success or failure.     Takeaways

• If you're overseeing marketing, knowing if ads work is crucial.
• Attribution in advertising has become increasingly complex.
• Testing and measuring ads requires looking for specific indicators.
• Start by working backwards from the desired outcome.
• Measuring conversions optimized for leads is essential.
• Click-through rates indicate ad relevance and audience targeting.
• Creative quality is vital in a competitive advertising landscape.
• Cost per click should be within a reasonable range.
• Ad placements can significantly affect performance metrics.
• Ads amplify the success or failure of your business offerings.