Running paid ads

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Hey guys i want to know, at what stage do you start running paid ads? By this I mean facebook and google ads, i dont have a mobile app so not on the app store. And what tools do you use to monitor analytics? I know most of us use stripe, but after some feedback there to help. Appreciate your support

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Google would probably be my first test if there's already search demand. Fb feels more like an audience testing play.