Latest / Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
What's the most overrated marketing metric today?
Click optimization remains fundamentally compromised as a performance marker. Chester Scott, Chief Strategy Officer at Lunio, challenges the metrics most advertisers treat as gospel. He explains why clicks function only as a leading indicator, makes the controversial case against ROAS as a North Star metric, and argues for a shift to marginal ROAS—measuring diminishing returns across channels, platforms, campaigns, audiences, and creative to drive overall effectiveness.
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