s worth asking if the campaigns closed on the same reporting window. A channel that hasn Budgets often sat with trade or sales teams rather than the marketing department. That ad the marketing team is evaluating might not even live on the retailer's own platform, and its reporting lags accordingly. Outside the U.S., the picture is even more fragmented, with local retailers each running networks of their own. Every network has independently decided how to define a click, a view, and a sale.