What's the most overrated marketing metric today?

0:00Chester Scott: The Voices of Search podcast is a proud member of the I Hear Everything podcast network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHearEverything.com. Welcome to the Voices of Search podcast, a member of the I Hear Everything podcast network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search podcast, Jordan Cooney.

0:42I'm Jordan Cooney, and joining me today is Chester Scott, Chief Strategy Officer at Luneo. What is the most overrated marketing metric today? So I'm actually going to give you two. I'm going to give you a really obvious one, which would be clicks. So optimizing for click, that is not a marker of what's good and what's bad. It's a leading indicator, but one that is fundamentally compromised. So the second one is a little bit more controversial, and that is ROAS. And the reason that I say ROAS is because it is probably the North Star metric for most advertisers. Time for a one minute break to hear from our sponsor, Previsible.

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2:47But it disguises the truth. And I believe that as an industry, we should be focused on marginal ROAS. What is the diminishing returns when we invest in a certain channel, platform, campaign, audience creative in order for us to be able to drive overall effectiveness so marginal ROAS would be the focus ROAS for me is the enemy