Fair enough. Don't make buying decisions based on metrics provided by vendors. For even better results, optimize systemically and ignore their metrics. Examp

Fair enough. Don't make buying decisions based on metrics provided by vendors. For even better results, optimize systemically and ignore their metrics. Example: click comes in with tracking code in url. Lead submitted with tracking code. Purchase made. How much did you spend on those ads? How much did they spend on your products? Was it worth it to you? That's more analysis than many ad accounts currently do, because vendors provide wonderful sounding things like CTR and CPC and Impressions and Reach to keep you focused on optimizing within their platform instead of between platforms.