How to read Meta Ads metrics like a system, not a scoreboard
via searchengineland.com
Short excerpt below. Read at the original source.
Every week, thousands of media buyers perform the same ritual, opening Meta Ads Manager, scanning metrics, and deciding which campaigns and ads were winners and which were losers. If ROAS is positive, they’re pleased. If not, the mouse quickly heads toward the toggle button to disable the asset. This is the scoreboard trap some advertisers […]