7 Paid media metrics disguised as progress – This prioritization will do more harm than good: 1.  Impressions Easy to buy.  It is useless if the targeting is not appropriate.  Especially if it does not involve intentional acts.  2.  Commitment Like≠ Cash.  Low content engagement often results in high conversion rates.  3.  Followers Everyone wants more followers.  But if the prospect doesn't match your girlfriend's ICP, volume won't help.  4.  Clicks Clicks are necessary, but very insufficient to measure campaign success.  Additionally, a significant portion is fraudulent or random.  5.  CPC Cost-per-click (CPC) is not as important as cost-per-lead (CPL).  If your CPC is high but your CPL is low, don't worry.  6.  Traffic Total traffic is a faulty signal because it does not indicate quality.  Instead, track the volume of high-purpose pages (e.g.  demo, pricing, use cases).  7.  Form Submissions Most companies submit hundreds of poor-quality forms.  Pipeline is a better metric.  Instead, track MQLs, SQL, Opps, etc.  – Remember: Just because you can track something doesn't mean you should.  When in doubt, prioritize key numbers that can be directly tied to sales.  – P.S.  What other indicators hinder revenue-generating activities? #advertising #paidmedia #jehadjem