Jonathan breaks down the fear of asking questions in analytics meetings, and why paying attention plus educating yourself are the only real paths to leveling up. He covers the basics: impressions, clicks and CTR, then shows how the same numbers can mean completely different things depending on campaign goals and audience. A niche B2B campaign with a 1% CTR might be a win. A broad consumer campaign with the same numbers might be a problem. He also touches on CPM, CPA and ROAS, and makes the case that understanding these fundamentals is what turns you from a passive dashboard viewer into someone who can actually contribute to strategy.
