A Meta Ads campaign can rack up thousands of impressions and still generate zero actual sales. Reach and impressions are the easiest numbers for a platform to report. That's exactly why so many campaigns get judged by them. They rarely correlate with revenue though. A campaign optimised for reach shows your ad to as many people as possible. A campaign optimised for conversions shows it to the people most likely to actually buy. Those are two very different jobs.
We build every campaign around the second goal from the start. Conversion tracking gets set up before a single rupee goes toward paid spend. That way we know exactly which ads, audiences and creatives are actually driving sales. Budget then shifts toward what's working, every single week, not left running on autopilot. That discipline is the real difference between two kinds of agency. One spends your budget. The other actually grows your business with it.