Clicks arent a good measure of response? No sh*t sherlock!

I read an article in last weeks revolution which made me laugh out loud.  I have known for a while that some of the more traditional media types are way behind in the digital channel and many of the larger media buyers get by on their buying power and ability to schmooze a client about the brand exposure of their digital activity.  This article however took the biscuit with its naivety about measures of performance in the digital channel.  The basis of what the author was saying was that clicks aren’t an accurate measure of online activities performance.  YOU DONT SAY!

Isn’t the biggest benefit of digital communications is measurability and accountability?  The ability to track PAST the point of impression, and all the way through to conversion (whatever the desired outcome may be).  With this is mind it shocks me that people would still be using the click as a measure of performance.  Obviously in certain instances the objective is to promote awareness and so the fact that the add got clicked on is an indication people are paying it some attention and are showing an interest in what you have to say, but these instances are few and far between.  The measure of performance should be based on the desired outcome of the campaign, whether that be sale, quote, enquiry, application, this is dependant on the industry in question.  It is archaic to still be using clicks as a measure for performance as the article rightly points out these can be out for all sorts of reasons.  Please guys, wise up and become accountable for your work.  Stop playing the vanity game with branding and clicks and begin playing the real game of driving acquisition and accountability for your clients!