A campaign showed strong opens and clicks, then weak sales. The report called the offer a failure. But the same result could come from the wrong audience, the wrong product, a broken purchase step or acquisition cost that was simply too high. A result tells you what happened. Context and the customer journey tell you why.
Do not optimise the number. Find the break.
Visible result
Strong attentionWeak sales
Where did the journey break?
Audience
wrong people
Offer
wrong value
Journey
technical or process friction
Economics
cost too high
Test the causeOne correctionMeasure again
Optimising the number without finding the break just moves the number.