Measuring the results of an ad campaign or a marketing push is important. How else will you know if the effort was a success, and if the investment produced a profitable return? In the old-media days, it was often tough to measure, causing uncertainty and frustration among both buyers and sellers.
In the digital age, I could argue that it’s gotten too easy.
It's Not All About Clicks
Clicks are insanely easy to count. The click-thru-rate quickly became a new gold standard, and the abbreviation CTR made it seem so official and valid. But what was it really measuring? And what does that metric have to do with the marketer’s goals? These are the issues I often find myself discussing when I lead digital-media workshops, but these questions are not discussed as often as they should be with prospects.