PROGRAMMATIC-ADVERTISING5 MIN READ
Push back when CTR is treated as the whole story
Use SMART criteria to redirect a stakeholder from CTR-only evaluation to a fit-for-purpose KPI and guardrails.
Elena E Revenue VP S Specific R Relevant T Time-bound Metric pressure 20 sec Scene CTR is down 22 percent after you excluded high-click, low-quality placements. Qualified pricing-page visits are up 31 percent. The conversation needs to preserve trust while correcting the metric frame. -22% CTR +31% qualified visits
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