Myth: Your winning native creative is winning because it's good.

Myth: Your winning native creative is winning because it's good.
No. It might just be parasitically harvesting people who'd convert anyway. Test incrementality, not CTR:
— Split your audience into exposed and a true holdout that sees nothing
— Run two full weeks minimum so the lag settles
— Compare conversion rate between groups, not raw clicks
— If the holdout converts nearly as well, your 'winner' added little
— Repeat per placement — native lift is wildly uneven across sources
— Kill anything with sub-10% incremental lift
Allegedly the creative with the best CTR is your hero. CTR measures clicks, not caused conversions. Did your ad make the sale happen, or just stand near someone walking to the register?