Start with the offer
Make it clear who the product is for, what it solves and why a customer should act. Traffic cannot repair an unclear offer.
Check the destination
Open your landing page on a phone. Can a new visitor understand the product, see the price and complete the next step without confusion?
Define a meaningful conversion
Decide whether you are measuring a qualified enquiry, a completed order or another business outcome. A click and a sale are different events.
Connect the numbers
Review spend alongside qualified leads, sales, fulfilment costs and margins. Platform numbers are useful, but they do not describe the whole business.
Test one clear hypothesis
Plan what you want to learn from a change in audience, creative or offer. Allow a useful comparison before making the next decision.