When it comes to digital marketing, many companies tend to
get stuck in analysis paralysis. When
push comes to shove, the metric that matters is the one that directly reflects
your business goal. This means CPA for
direct sales campaigns, but becomes a little more complicated in other
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.