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The metrics we wish would just die already

The metrics we wish would just die already David Zaleski

Click-through rate

Ah, the click-through rate. Digital marketing's annoying little brother who still wants all the attention. Here are just some of the "nice" things senior digital marketers had to say about this legendary tracking standard.

Gross rating points

This statistic is complex, confusing, and many times inaccurate when used to determine the audience reached in a specific time period. Some marketers are good at gauging campaign effectiveness by comparing GRPs to sales. But others see much more effective ways to gauge success.

Impressions and CPMs

Impressions and the CPM standard for media buying are as old as digital advertising itself. Some marketers congratulate themselves for just delivering creative into a creative spot. But it's now clear that the real test of a campaign's success occurs after the impression has been served.

David Zaleski is the Media Production Supervisor for iMedia Communications, Inc. and Comexposium USA. He graduated from Loyola Marymount University with a BA in Film & Television Production, specializing in editing, animation, and...

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