The ultimate goal of all advertising is to drive sales. If It Doesn’t Sell, It Isn’t Creative. So financial brands measure impressions, clicks and conversions and optimize their advertising and creative on that basis. So far, so good. The problem is confirmation bias.

There is a finite audience that clicks on advertising or signs up for trial accounts, and gearing your advertising to that audience certainly has its rewards, but it means missing out on 90% or more of the rest of the population. Over time, you end up optimizing and targeting more and more that small audience that performs according to those KPIs, and leaving out vast swathes of the potential total audience in the process.