How do you know an ad actually earned the sale?
The difference between a real result and a lucky week is a real before and after.
It is easy to run an ad, watch sales go up, and tell yourself the ad did it. Sometimes it did. Sometimes it was payday, a festival, or a week you would have sold anyway. If you cannot tell those apart, you will keep spending on things that only looked like they worked.
The honest way is to compare. Measure what happened against a real before and after, or against a group you set aside, so the number you act on is the sale the store actually earned and not a coincidence. SquareUp is built to hold that line for you: it waits until a result is real before it claims it, and it will take a claim back if the result stops being true. A number you can trust is worth more than a number that flatters you.
Do this
Judge every ad and change against a real before and after, and only act on results that hold up.
You get
You spend on what genuinely earns sales, and you stop paying for weeks that would have happened anyway.
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