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My main questions, regardless of all of this web KPIs you show me – how many of those conversions turned into real deals? A $40 CPA means nothing to you if your average deal is $1k+, but it could be bad if your average deal is less than $40 (however I doubt that considering your developing mobile apps which is usually high ticket).
First determine the real world results and then see if the campaign has generated any results for the business. Based on that you can ask this question and get your answer.
