03:19 - There’s a risk when businesses forego ownership of ad accounts.05:01 - If you don’t own your analytics, you’re basically renting your own data.08:06 - Ilana recommends this approach to ad and paid traffic agency expenses…10:31 - Vanity metrics can be impressive, but may not lead to business results.12:51 - Basic knowledge can help you ask better questions and empower informed discussions with agencies.14:15 - To improve an ad campaign, you need to know what you’re working with.16:11 - Perfect paid traffic management is a rare beast, says Ilana.19:09 - James and Ilana explore a variety of approaches to paid traffic.22:14 - If you’re unsure about the effectiveness of your paid advertising company, here’s a place to start…24:13 - The involvement of a paid traffic expert can pay dividends in terms of campaign effectiveness.

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