Keep in mind that buyers are everyone from Big Corp down to Mom n Pop. The smaller the shop, the more you must rely on the metrics you are told. And even small

Keep in mind that buyers are everyone from Big Corp down to Mom n Pop. The smaller the shop, the more you must rely on the metrics you are told. And even small places may value awareness and/or indirect conversion. In fact, a local, interest based ad may be totally focused on awareness, hoping to increase the chance that you walk into the store the next time you drive by.