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As media dollars increasingly shift to digital—rising another 22 percent to $27 billion this year for display ads alone—brands of all sizes are striving to extract greater value from their campaigns and to prove their impact on the bottom line.
In the well-intentioned race to show results, however, many marketers are focused on the wrong things—metrics that may be easy to measure, but don't truly drive desired business outcomes.
Take clickthrough rates, for example.
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