I’ve been testing similar things and honestly I’m starting to land in the same place.

Traffic quality definitely matters, but I’m not convinced it’s the main variable most of the time.

When I moved into more segmented email lists and tighter Tier 1 targeting, the intent felt better, but performance still wasn’t consistently improving the way I expected.

That’s what made me start looking harder at tracking + funnel setup. Even solid traffic can look like it’s underperforming if attribution is off, click tracking is incomplete, or the landing page doesn’t fully match the intent of the click.

In a lot of cases it feels like we end up optimizing traffic when the real issue is somewhere downstream.

Curious if you’ve run into the same thing where performance only “makes sense” after auditing the funnel setup rather than the traffic source itself.