The Most Important Business KPIs. (Spoiler: Not Conversion Rate!)
Occam's Razor
JANUARY 4, 2022
But, then they then quickly pivot to making the case that the Most Important KPIs for Media are ROAS, Exposed ROAS, “Direct Online Sales Conversions from Site Visit” (what?!), Conversion Rate, IVT Rate (invalid traffic rate), etc. Conversion Rate obviously is a fine metric. Conversion Rate is a fine metric. Wait a minute.
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