With all decent respect, but no professional business in 2016 needs to know that “there has been a conversion” nor that “there has been a click-through” from wherever to wherever! Those are numbers used 10+ years ago! Today businesses must strive to optimize online-activities in direct view of financial and/or operational business figures/impact like contribution-margins.

Of course most fail to do so. But in 2016, and given current and upcoming technologies, there is no reason to avoid doing so — unless you fear transparency and a clear look at the financial results of your marketing, which are not sales or turn-over or earnings (the latter makes an acceptable interim measure) but contribution-margins achieved!

I outlined the whole thing last year in this MEDIUM posting on online KPIs that tell you nothing. I’d be happy if it gave you some inspiration. Also feel free to debate the topic I raised here. I am open to discussions!