Don´t be fooled

Most agencies love to show screenshots of cheap clicks and high impressions.
But when you ask how that translates into profit, the room goes quiet.

CTR, CPM, and impressions look good in a report, but they do not grow your business. They pull attention away from the numbers that actually matter:

• Customer lifetime value

• Cost to acquire a real customer

• The strength of your repeat purchase rate

Here is the problem: when brands make decisions based on vanity metrics, they start optimizing campaigns for the wrong outcome. They celebrate a high clickthrough rate, even if those clicks never become buyers. They cut ads with higher costs per click, even if those ads brought in customers who bought again and again.

One of the fastest ways to destroy momentum is to chase the wrong goal. It feels like progress, but it is not.

The brands that win, especially in the premium space, focus on the deeper picture. They want to know what it costs to bring in a loyal customer. They track how long the customer stays. They measure how much trust is built with each touchpoint. That is where real scaling power comes from.

At DEUS, we often see brands held back by reports that look good but hide the truth. Once the focus shifts from surface-level metrics to meaningful numbers, strategy changes. Campaigns become sharper. Decisions become clearer. Growth becomes stable.

If you would like a second opinion on whether your brand is measuring the right things, reply to this email. I will point you in the right direction.

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