We all know what a click is, and anyone who has talked about marketing for more than five minutes understands customer acquisition cost. Within the interface of any digital advertising platform, however, there are literally dozens of metrics available to sift through; some seemingly redundant and some hyper-specific. Depending on a given person’s comfort level, they may stick to the default metrics and never venture beyond them for fear of overcomplicating reports and confus

Say a child grew up in a family passionate about cars, and always loved Audi. As far back as they could remember, their father drove Audis, told stories about saving up for his first Audi, they admired other Audis on the road, and the child had many fond memories of road trips in their Audi. That seed of brand preference was planted, and they one day bought their own Audi. Would it be accurate to say that the search ad they clicked on when they Googled “Audi dealership” shoul

Automatic is a great concept when things run perfectly and life is made easier. But when something that is supposed to be hands-off...