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Why clicks are the wrong metric
(by Jarvis Mak)
A century ago, John Wanamaker said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Today, online marketers continue to grapple with the same question in their analysis of metrics.
It might seem like a simple answer because in the online world you can track clicks. The problem is that click-counting and click-based analyses are fundamentally flawed.