Experimenting with performance marketing ad campaigns and strategies constantly, and that is the only way you make sure you do not lose in the game. Data analytics is the first thing you do after a week of marketing and understand what works and what doesn’t. You have to keep metrics that makes sense for your goals and business, not every business can optimise ads on lead generation or just conversions. Keep sending back the data to meta and google, so that your ad learnings get continuously updater by their AI and algorithms