Phase 1: Strategy & Planning.

- Set a specific, numerical goal (e.g., generate 500 qualified leads).
- Translate the goal into a Key Performance Indicator (KPI) (e.g., Cost Per Lead at a $50 max).
- Ensure all tracking tools (pixels, CRM) are working and measuring the right conversion.
- Prioritize KPIs by creating a pyramid: 1. Business Impact (CPA/ROAS), 2. Engagement (CTR), 3. Delivery (CPM).
- Align everyone on the main KPI, not on CPM or volume targets.

Phase 2: Activation & Optimization.

- Make all optimization decisions based on CPA or ROAS, not CPM.
- Shift budget from underperforming campaigns to those generating the most value, without delay.
- Continuously test creatives and audiences to identify the combinations that yield the best CPA/ROAS.
- Use secondary KPIs to diagnose issues; if the CPA is poor, analyze the CTR or the landing page to understand the cause.

Phase 3: Analysis & Reporting.

- Present results by starting with the achievement of the main KPI.
- Contextualize CPM by presenting it as a buying cost, not a success metric, always comparing it to CPA/ROAS.
- Document what worked (audiences, creatives, platforms) to capitalize on these learnings for future success.

Let's stop hiding behind millions of impressions. Modern marketing isn't judged by the noise it makes, but by the value it creates.