I work in marketing for a mid-sized e-commerce brand, and we spent $12,000 on a fresh campaign last month only to watch our conversion rate stay flat. I kept hearing that more impressions automatically mean more sales, but my data is telling me otherwise—our engaged returning visitors drove 70% of purchases, not the new people we paid to reach. Any marketer who still chases raw reach over meaningful interaction is ignoring what actually moves revenue. The smarter play is investing in segmented email lists and retargeting people who already showed interest, not just throwing budget at broad ads. So the question is: is chasing impressions over engagement a lazy habit we need to break for good?