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Most ad accounts have tactics and no strategy: no written answer to what the account is for, what return makes it worth running, and when to stop scaling.

Industry conversion tables imply the differences are about the industry. They are not — they are four underlying variables, and once you know them you can build a comparison that holds.

The formula is trivial; everything that makes the answer wrong happens around it. Four denominator choices, a worked example, and how to turn the number into a forecast that survives a finance meeting.

A store with two hundred categories cannot optimise them all. One table sorts them into four buckets, and each bucket needs a different intervention — not content by default.

Feature comparisons are close to useless here. The decision comes down to who maintains the store on a Tuesday in eighteen months, and what happens when it breaks.

Product page advice assumes one product, one page. Real catalogues have nine colours and five sizes, and how those become URLs matters more than anything you write on the page.