Most of the campaigns we run are in zone campaigns and we are testing one bit of content against another. Sometimes it will be just the heading of the page, other times an alternate introduction, other times it may be a video.
When there are links or buttons then including "Clicks" in the report below impressions is useful but most often what matters is new leads, conversions.
See this image here, it would be so helpful to also see "Leads" below "Clicks" and report on it with Conversion Rate.
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