Optimize for top-of-funnel metrics first, then progressively move down as data accumulates
When scaling paid ads, start by optimizing for top-of-funnel events (views, clicks) rather than bottom-of-funnel conversions (purchases, subscriptions). Ad platforms need data to optimize effectively. Only after feeding the platform enough top-funnel data should you shift to optimizing for trials and purchases. This progressive approach prevents premature optimization when platforms lack conversion data.
When to use
When scaling paid advertising campaigns where the ad platform needs conversion data to optimize effectively
Don't do this
Immediately optimizing for bottom-of-funnel conversions before the ad platform has enough data to learn from
1 Founder Who Did This
Used 4-step funnel optimization on paid ads: views → clicks → installs → purchases. Started optimizing for views and clicks to feed TikTok/Facebook data, then gradually moved to installs, trials, and finally subscriptions