Inaction is worse than incorrect action.
“Most failures are one-time costs.
Most regrets are recurring costs.
The pain of inaction stings longer than the pain of incorrect action.” — @JamesClear
If you're spending serious money on Meta ads or Google ads, and relying solely on the native Ads Manager for attribution, you're likely making decisions with incomplete data.
Tools like @triplewhale & @northbeam are essential for letting you compare first-click & last-click attribution.
This has been a massive game changer for us when determining to scale or pull back. We discovered we were throwing away thousands per day on ads that Meta reported as profitable, but our attribution data showed otherwise.
Stop asking what you should read or do.
You want to do something that no one else can do, you need a mind capable of thinking what no one else can think.
The only way to do that is to explore, alone, what everybody else wrongly thinks is "not worth pursuing."