Derek is optimising for a custom conversion capturing leads. His key issue is complexity - he has to launch new ads pretty much every day and was looking forward to our analytics tools to simplify data anylsis. But all analytics tools (Storyline, Campaigns Overview, Creative Insights and Ad Copy Insights) are useless since they are static and centered around the lead event. I focused on the automation on the call, but he'll eventually notice and be disapointed.