The Metrics Of Pay-Per-Click - Evolving A Flawed System

Advertising measurement on the web is becoming the next major battleground. Pay-per-click search and view-through conversion methodology is flawed. There needs to be a significant shift in the parameters that measure the way most of us work when it comes to developing attribution models. Of course, clients make the decisions that move business, and many are still in love with a siloed best-of-breed (by discipline/tactic) approach. So, for the time being, single-channel agencies are kind of safe.