Which would you prefer: The attention-grabbing digital ad that attracts 1,000 website visits? Or the slow-performing one that’s received just 12 clicks so far? It’s a trick question. The answer is neither. At least, not until you know how many of those visitors converted. A super-targeted ad resulting in a dozen qualified conversion actions would be ten times more valuable than the one that attracts hundreds of unqualified visitors who don’t convert. In a world where every click costs money, conversions are key. After all, what’s the point of paying for advertising if it doesn’t

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