How should marketers evaluate their campaigns?

The most effective way to evaluate campaigns is by comparing actual results against predefined goals. This allows marketers to determine if their efforts are successful in achieving specific objectives, such as increasing conversions, driving traffic, or improving ROI. If a campaign falls short, adjustments can be made; if it exceeds expectations, valuable insights can be gained. Lifetime value analysis is a broader metric and doesn't directly evaluate campaign performance against immediate goals. Focusing solely on the worst-performing ads without considering overall campaign objectives can be a misdirection. While budget utilization is important, it's a measure of spending, not necessarily a measure of campaign success or effectiveness.