Paul Rowlinson

With advertising budgets being pared back, marketers, now more than ever, need better metrics than CPCs and CTRs to be sure their spending is having the desired effect, says Paul Rowlinson.
With CTR on the ropes, it’s time to look to customised outcome-based metrics, says Paul Rowlinson . “Our relationship no longer tells the full story”: so said a recent open letter from the Internet Advertising Bureau (IAB) imploring brands to end their dependence on clicks.