The #1 Mistake Killing Your Ad Measurement

A conversation with Anna about what’s missing in measurement today: not testing enough. She stresses that measurement starts with a solid campaign foundation—having the right creative, clean signals flowing through CAPI, and the right objective—before trying to analyze results. hey emphasize letting the algorithm work over time instead of expecting instant returns, and using Meta testing opportunities alongside agency partners like search lift and channel lift studies. The discussion highlights that improving signal quality leads to better tests and datasets in a machine-learning environment, where marketers need to be intentional about what they’re teaching the system.