GROWTH:

Optimizing Ad Performance: Measuring ROI for Digital Campaigns

The promise of digital was more transparency and access to metrics that demonstrate whether something is working or not. Too often, though, the metrics establish action without establishing conversions. In other words, the metrics show that someone clicked on an ad, but doesn’t demonstrate whether they bought the product. Clicks are great, but making the cash register ring is what really matters.

There’s also a decided lack of trust in the data that’s provided especially when you continue to see headlines like these:

• “Bots” create nearly half (48%) of all internet traffic
• As many as 60% of ad clicks are “accidents” and not intentional
• 9% of total ad spend may be fraudulent ($19B in 2018)

So… it becomes a matter of which data you trust. Personally, I trust the sales receipts the most. The first test is whether you are moving product. Beyond that, it’s about understanding what moved the needle. That can be challenging.

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