Eliza has 2 different pieces of creative to advertise the same webinar. One has an image of the webinar’s speakers, and the other is an infographic. Her KPI is conversions based on webinar signups on her website. How should Eliza determine the best creative?

To determine the best creative, Eliza should run both creatives to the same audience. This ensures a fair comparison, as audience characteristics won't skew the results. Monitoring for the highest conversion rate directly aligns with her KPI of webinar signups. Additionally, looking for the lowest Cost Per Conversion (CPC) ensures she's not only getting signups but doing so efficiently, maximizing her budget. Running separate campaigns to separate audiences would make a direct comparison impossible. Choosing the creative she likes best is subjective and ignores data-driven performance. While clicks and CTR are important metrics, they don't directly measure her primary KPI of conversions, and a high CTR doesn't always translate to a high conversion rate.