When I meet with clients, I always like to explain that instead of focusing on secondary metrics (like impressions or clicks), it’s better to look at business goals – primary metrics such as conversions.

Problem is, most people don’t know what that means.

“Conversion” can mean many things

I’ve been speaking the language of “PPC” for a while, and even though I understand that people don’t intuitively know what CTR means, it’s easy to forget that there’s not even an established agreement on what is meant by “conversion.”

A click is always a click.