To the group, what is one metric that looks useful on a dashboard but can be misleading when making budget decisions?

I can go.

One of the things that I always see is really around return on ad spend to kind of tie to what John was saying with paid search campaigns.

Like, Those type of campaigns, you can really optimize the top of the funnel, right? You can bring in a lot of leads with a campaign like that.

But if you're not aligning that campaign to the risk criteria that your strategy is trying to drive and bring in, it's going to be a really expensive trap to fall into.

In the past, I've seen teams on a daily basis or a weekly basis as they're giving updates, they're touting these very high lead numbers they're bringing in.

Look at all these applications we've brought in.

What signals tell you a channel is bringing in customers who are actually valuable?