The ability to measure and compare users across channels and tactics. This gave us much better insight into our user journeys. We knew what customers were buying, but not exactly how they were buying. Paapi gave us user-level journey tracking to understand which products drove first-time conversions, and where research was actually happening before purchase. Facebook emerged as our highest-research channel, averaging 27 page views before a paid conversion. Those insights directly reshaped our creative strategy and measurably reduced our time to conversion."