eBook

Forget what you know about B2C
advertising measurement.

Traditional digital advertising optimization begins and ends with two flawed premises: that advertising’s highest and best use is inviting direct clicks, visits, and conversions, and that optimizing for the ratio of clicks to visits to conversions at the lowest possible cost is the best path to advertising ROI.

Progressive B2B digital marketers have abandoned the world where impressions, clicks, visits, and conversions – and the cost thereof – are the primary focus of optimization. Instead, they are charting a path where efficacy, amplitude, and value justify continued investment in one channel over another.