Is the Click Still King?

eMarketer asks. “is the click still King?” noting:

Despite widespread recognition that the click-through does not measure the full effect of an online ad [...] and calls for better branding metrics, many marketers still rely on the easy-to-track click as their top performance metric.

What’s really interesting is that when you ask marketers what they think they should be measuring, they say “ROI” — they’re just not actually measuring it.

I think the issue is that a lot of businesses don’t know how to measure or track online ROI — so they default to measuring the top-line thing their analytics reports give them: clicks and visits.

I know that’s definitely true for our clients (before they start working with us, that is) and one of the biggest aha moments we have with most clients is when we help them determine a set of Key Performance Indicators for measuring Return on Investment and put in place analytics software to track them.

via Is the Click Still King? – eMarketer.