A brand's awareness campaigns show strong performance with high reach and video completion rates, but their sales metrics aren't increasing proportionally. How should they use Ads Planner to address this issue?

Ads Planner should be used to evaluate performance across the full customer journey, not only the awareness layer. Strong reach and video completion rates show that upper-funnel delivery is working, but weak sales movement suggests a gap in consideration or conversion readiness. Adjusting the media mix can add tactics that help audiences move from awareness into deeper product evaluation. This approach connects measurement results with future planning instead of overcorrecting toward only one funnel stage.