Hi BHW, So I'm looking a bit more into Facebook ads and I think they're awesome for anybody who can track conversions or sales, but I'm hitting a roadblock in that very area. So if a person has a product to sell, they split test, look at conversion rate (among other things), and then split test again optimizing as they go, right? But if your Ads Campaign simply cannot track conversions (for instance, if you own a local restaurant and advertise it on Facebook, and therefore you can't actually tell how much of your business is coming directly from your Ad) what do you base your split testing off of? Is there another way that I'm not thinking of that allows for numbers-based split-testing? Off the top of my head, what if you use the impression to click ratio as a statistical substitute for the conversion rate, and base your split testing off that? Is that what you're supposed to do? As you can clearly see, I need guidance. Paid traffic is definitely a whole different ball game. Thanks!