The clearest proof your awareness campaign is working shows up in a completely different part of your funnel. ㅤ Most people check the wrong metrics (common ones being views, reach, engagement on the awareness ads themselves). ㅤ That's not where you actually see the results of your top and middle of funnel effort. ㅤ If you get it right, your bottom-funnel cost per conversion starts dropping. ㅤ That's because your audience has seen your brand more and trusts your brand more. That makes the sale feel less like an ask. ㅤ This is why judging awareness campaigns after a week or two doesn't work. Zoom out. Look at 60, 90, even 365 days. ㅤ If bottom-funnel costs are trending down over that window, your awareness spend is doing its job.