Stop Chasing Clicks: Why ROI is the Only Metric
Clicks are cheap. Customers aren't. Here's why every campaign should be judged on return, not traffic.
24 September 2026
A campaign can deliver thousands of clicks and still lose money. Click-through rate tells you an ad was interesting. It doesn't tell you whether anyone bought.
Return on investment answers the only question that matters: did this spend bring back more than it cost?
Measure what pays
Track conversions all the way through to revenue, not just to the landing page. If you can't connect a click to a sale or a qualified lead, you're optimising blind.
Cut what doesn't
Once you can see return by campaign, audience and creative, the decisions get easy: move budget toward what pays and away from what only looks busy.
This is a starter draft. Edit or replace it in the CMS.