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- (A) When a campaign yields positive results, it’s not necessary to investigate metrics with the same vigor as when your campaign falls short of expectations.
- (B) Measurement results should lead to actionable insights; it should inform your decision-making.
- (C) One of the first steps you must take is to check whether the result of a specific objective exceeded or fell short of its goal.
- (D) Ultimate insight comes from looking at each campaign in isolation rather than aggregating your learnings from all campaigns into a single view.