The Three Layers of Returns From Conversion

The returns from conversion, it's almost like on three different layers. So the first one is you just convert more people. The second one is that because you convert more people, you get treated more favorably. And then the third piece is that you can then take that extra money and put it back on top of funnel. It means you can bid more for the same thing that other people are bidding for, which means you can outbid your competitors.