Here at Sayu we love data! The more insight we have on how likely a particular type of user will convert, the more opportunity we have for improving a campaigns' performance.
Do returning users convert better than new users? Will users that abandon their checkout reconsider purchasing if they're offered a discount or free delivery? Answers to such questions influence the cost we're willing to pay for a user's click and the ad copy we serve, which ultimately leads to achieving sales at the best possible cost per click (CPC).