Why clicks are not enough
A click tells you that an interaction occurred. It does not necessarily tell you whether the interaction created business value.
A stronger measurement framework connects advertising activity to the outcome the campaign actually cares about.
Measure the complete journey
Depending on the campaign, the journey may include impression, click, landing-page visit, registration, purchase or another meaningful action.
- Impressions
- Clicks
- Click-through rate
- Conversions
- Cost per acquisition
- Return on advertising spend
Look for patterns
Aggregated totals can hide important differences. Performance should be examined across relevant dimensions such as campaign, placement, device and geography when those dimensions are available.