Reply To: Are we optimizing campaigns for platform algorithms instead of actual business outcomes?

[otisreddingsst]

Yes.

Be aware that what you track in platform can sometimes be duplicated conversion (cross reference GA4 figures with Google Ads, I always use the native Google ads pixel in a redundant setup), and review those GA4 conversion IDs with your own data. This doesn’t need to be done all the time, but it can be done if there are ‘doesnt pass the sniff test’ issues detected.

Also, don’t conflate revenue with profit

Consider that conversions are merely a tracking ‘record’ not attribution.