We've been deluded for too long in thinking we fully understand the impact of our digital activity, when the truth is that walled-gardens and limitations on web analytics made sure that we never really did.
Don't get me wrong, this lens is useful. It provide immediate, quantifiable data. Using metrics such as cost-per-click (CPC), conversion rate (CVR) and return on ad spending (ROAS) can help to reduce costs. But these all rely on data generated from cookies, which are flawed and have never been holistic.
#digital-metrics #effectiveness-measurement #efficiency-measurement #web-analytics #cookie-based-data
[
add
]
[
|
|
...
]