Click-through rate tells you whether an ad was noticed. It does not tell you whether the company should spend more. For software and B2B offers, the useful question is which campaign created a sales-accepted conversation.
Start by naming the stages you will trust: visit, enquiry, qualified enquiry, and opportunity. An enquiry is a successful form submission. A qualified enquiry meets the rules you agreed with sales. An opportunity is accepted by sales. If those words are fuzzy, the report will be fuzzy too.
Pass campaign parameters into the CRM with the lead, and keep them attached as the record moves stages. UTM source, medium, and campaign are enough to see which motion created pipeline. Content and term help when you are testing specific ads or keywords.
Do not optimize a live account only to the cheapest form fill. A campaign can look efficient and still send people who cannot buy. Review a sample of qualified and rejected leads with sales before you move budget.
Adix sets up performance programs so Google, Meta, LinkedIn, and landing pages report into those stages. The creative and the page still matter. They matter because they change who raises a hand, not because they win a vanity metric.