You can try this. I tried educating the client this way, “I know clicks and impressions look impressive, but they’re only part of the story. Let’s get deeper into what really matters, I'll show you, how those clicks are converting into sales or leads. For example, we can measure your cost-per-lead or return on ad spend to see the real impact. Think of impressions as awareness, but conversions are where the magic happens. How about I show you a breakdown of both, so we can align on what success looks like?”
