Clicks and impressions can look healthy while sales stay flat. These are the checks that show whether your budget is doing its job.
Start with the number that pays the bills
Reach, clicks and likes are easy to report, but they do not pay for anything. Decide what a good result is for your business: a sale, a booked call or a qualified enquiry.
Then judge every campaign against that one result, and treat everything else as supporting detail.
Check your tracking before you judge
If tracking is wrong, every decision built on it is wrong too. Make a test enquiry and confirm it appears in your ad account and analytics once, with the right value.
This one check often explains why reports and real sales do not match.
Look at cost per result over time
A single good week proves little. Compare cost per lead or cost per sale over several weeks, and compare it with what a customer is worth to you.
A higher cost can still be a good deal if those customers stay and buy again.
Move budget on evidence
Small, regular changes beat big rewrites. Pause what clearly is not working, give more to what is, and test one new idea at a time so you know what caused the change.
