As marketers, most of us spend our time focusing on the positive. When a campaign delivers results (more clicks, leads, sales, etc.), we want to try to optimize the campaign and make it even more successful. We are constantly on the lookout for new strategies, tactics and channels to test that will perform even better than our current programs. Call it a marketer’s optimism.
However, this constant focus on optimizing those positive marketing outcomes can also lead to marketers wearing their own figurative blinders when it comes to all of the performance metrics created by their campaigns. While click rate, conversion rate and, of course, return on investment (ROI) or return on ad spend (ROAS) are vital metrics to measure and optimize toward, there are just as many metrics that measure negative outcomes that should be given more attention than they typically receive.
Marketers, especially those in the performance marketing arena,
Article source: https://www.forbes.com/sites/forbescommunicationscouncil/2019/11/19/marketing-metrics-when-a-negative-can-become-a-positive/
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