Paul Rowlinson
Opinion
05 June 2020
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With advertising budgets being pared back, marketers, now more than ever, need better metrics than CPCs and CTRs to be sure their spending is having the desired effect, says Paul Rowlinson.
Opinion
20 March 2019
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With CTR on the ropes, it’s time to look to customised outcome-based metrics, says Paul Rowlinson . “Our relationship no longer tells the full story”: so said a recent open letter from the Internet Advertising Bureau (IAB) imploring brands to end their dependence on clicks. As part of a mission that also launched National Anti-Click Through Rate Day, the note highlights the need for online advertising measurement to track tangible long-term impact, not just ‘vanity’ metrics. And it seems a growing portion of the marketing community agrees.
