Ryan Evans provides a powerful tool, Tend.io. It’s like a very bright torch that you can shine into that dark, opaque cellar, which is your marketing budget.  Shine it around, and you’ll spot those nuggets of 22 carat gold – ads, pages and keywords that sourced and influenced your most profitable customers over time, before they bought.   Crucially, it shines a light onto those pesky non performing ads and marketing expenditure, so you can chop them out.