For decades, marketers have operated under a kind of mass delusion: we’ve clung to vanity metrics — e.g., impressions, clicks, and platform-reported c
For decades, marketers have operated under a kind of mass delusion: we’ve clung to vanity metrics — e.g., impressions, clicks, and platform-reported conversions — not because they told the whole story, but because they were easy to measure and convenient to believe. These metrics, lobbied by major tech platforms, gave us a reassuring sense of […]
