To evaluate their campaigns, what should marketers do?

Marketers should check whether the result of a specific objective exceeded or fell short of its goal because effective campaign evaluation is directly tied to measurable objectives. By setting clear goals (e.g., a certain number of conversions, a specific ROI, or a target CPA) and then comparing actual performance against these goals, marketers can determine campaign success or identify areas needing improvement. This objective-driven approach ensures that evaluation is based on concrete metrics relevant to business outcomes. Using lifetime value analysis for brand lift is too specific and not the primary evaluation method for general campaign performance. Focusing solely on worst-performing ads without understanding overall campaign objectives can be misleading; sometimes, a "poor" ad might contribute to a broader strategy. Checking budget usage is a financial control, not a direct measure of campaign effectiveness against marketing goals.