Chelsey Walsh, a senior digital marketing leader with over 13 years of experience, shares insights on common pitfalls in media planning. She emphasizes the need to differentiate between measuring awareness and conversion ads. Awareness ads should focus on reach and impressions, while conversion metrics should be tied to sales and revenue. Chelsey explains how brands can leverage data models to assess awareness's impact on conversions, and discusses tools like GA4 and media mix modeling to enhance advertising effectiveness.