BizSugar.com › Online Marketing › Online Ad Metrics & the Google Activate Initiative

Marketers can immediately increase their campaign success by using metrics and a payment model that is closer toward the end of the sales funnel. A “sale” is more valuable than a “prospect”. A “prospect” is more valuable than an “viewer”. In direct and online marketing, if a campaign is very targeted and also uses a model that only incurs cost if they get a customer or prospect to take an action, such as purchase a product or sign up for a service, it’s guaranteed that those advertising dollars will be well spend.