I look at waht competitors are doing lately. If everyone is pushing a similer offer, a small change in angle can make more difference than a new image.
I think both play a role but a lot depends on the traffic source too. What works for one setup might not work for another, so its hard to say one is always better.
Havent used both myself, but with that much pop/push traffic id test them with a small campaign first. Check how they handle spikes and redirects before sending the full volume.
I'd say check traffic sources and top pages first. You'll quickly see where people are coming from and which posts are actually getting attention. no need to worry about every metric at the start.
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