‘How to View Marketing Metrics the Right Way’ by Jay Baer
Baer says, “How do you know if your campaign is really working? It’s the age-old question of advertising, and it was the question that digital was supposed to solve. Determining whether your ad drove conversions was supposed to be as simple as checking the number of clicks on your ad. Alas, while click-based metrics have made for a big step forward from offline marketing, for many campaigns, tracking clicks isn’t enough.
Rather than thinking of click-throughs as the beginning and end of ROI measurements,marketers could benefit from thinking of campaign metrics like a target—a series of circles that, looked at as a whole, make it possible to see the full picture (highlight to tweet).
The Bullseye
Click-based metrics are the bullseye at the center of the target. Content marketers like click-throughs both because they’re easy to measure and reliable. If you’re just starting out with your digital campaign, clicks are certainly a reasonable place to begin”.
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