We are are doing it all wrong.
Most times we are:
- Not measuring anything at all.
- Over complicating and want to measure things on an incredibly granular level. Thereby killing the process and losing sight of the bigger picture.
By defining campaign metrics right at the start, maybe we can start small and focus on the short-term campaign goals. Then, optimise as we go along to achieve those metrics to ensure that the long term goals are met.