I've always thought of digital advertising as an assembly line where you're only grading each part of the process on the thing it's supposed to do:
- Does the targeting drive engagement?
- Does the ad drive clicks?
- Do the clicks start the checkout process?
- Does the checkout process convert people?
But I realize that might also be an antiquated way to look at it as the platforms take on more of the matching and ad testing with dynamic attributes. Would you still look at it at this level or do you think that is an approach that's too myopic for most B2B marketers?
I've always thought of digital advertising as an assembly line where you're only grading each part of the process on the thing it's supposed to do:
- Does the targeting drive engagement?
- Does the ad drive clicks?
- Do the clicks start the checkout process?
- Does the checkout process convert people?
But I realize that might also be an antiquated way to look at it as the platforms take on more of the matching and ad testing with dynamic attributes. Would you still look at it at this level or do you think that is an approach that's too myopic for most B2B marketers?
Hi Andrew,
Thank you very much for your comment!
While I will take a look at these numbers, I wouldn't prioritize top-level metrics like engagement and clicks.
These metrics aren't necessarily good indicators of generating qualified leads or sales.
After all, anyone can click or engage with your ad.