Over the last few years especially, I’ve had a specific kind of conversation with multiple business owners. They were running expensive display advertising campaigns (think banner ads) that netted them hundreds of thousands of impressions a month accompanied by at least a few hundred clicks.
On the calls with these vendors, the ad managers would walk through a simple report, praising how much traffic the campaign generated and how far above the average industry standard metrics their campaigns were.
The problem was the business owners either weren’t seeing an increase in new business from their website or they weren’t sure how to attribute the business they were getting. Was it from the website or from one of their other marketing efforts?