Realized I was optimizing for the wrong conversion metric for 2 years

I had been pushing click-through rates hard on Facebook ads, thinking that was the only thing that mattered for my client's ecommerce store. Then a simple spreadsheet comparison showed that while CTR was up 40%, actual revenue per visitor had dropped because the traffic quality was trash. Anyone else figure out they were tracking the wrong KPI after way too long?

2 comments

2 Comments

webb.ben8d ago

Maybe the real conversion was building trust not just clicks.

lucasjackson8d ago

Does trust ever actually show up in the numbers though?