The ad industry continues to face seemingly endless challenges when it comes to accurately measuring the performance of digital campaigns. In an age where ad spend has been cut to account for economic uncertainty, it’s more important than ever to understand the pitfalls of the metrics you rely on, including and especially cost per acquisition (CPA).
By failing to grasp the shortcomings of their metrics, marketers are wasting ad dollars and spending valuable resources on improving a KPI that may actually tell them little about whether their ads have been effective.
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