Nov 02, 2016 - 12:56 PM
Clicks really mean nothing. Sure, they can be an indicator of down-funnel metrics, but by themselves they are useless. Even for content campaigns, a click is not a success if the user bounces. In order to measure success, you really need to specifically define what the successful end result of an advertisement would be for your company. Is Facebook driving more leads than Adwords? That is good and well, but unless you know which of those leads ultimately convert, you can not determine which channel is truly successful.
In addition, you have to consider that last-click attribution is an antiquated model that doesn’t truly measure the success of advertisements. A full funnel attribution analysis is really needed to assess value of channels and channel combinations. Just because branded SEM has driven 80% of your sales using last-click attribution, that doesn’t mean that you should start spending 80% of your dollars there. You need to understand how each channel touches the consumer on each level of the funnel.