Evaluating Campaigns in Isolation
Search looks strong.
Retargeting looks exceptional.
Display prospecting looks weak.
Decision:
Pause prospecting.
Three weeks later:
Retargeting volume drops.
Search branded traffic declines.
CPA increases.
The original „weak“ campaign was feeding the system.
Sklik campaigns do not operate independently.
They operate as an ecosystem.
When you evaluate in isolation, you optimise locally.
When you evaluate holistically, you optimise systemically.