Quick! What's the first metric you should review to determine the success of your PPC campaign?
If you said click-through rate (CTR), you're not alone. In fact, when it comes to measuring consumer engagement, nearly every marketer considers CTR — as you should. While this is a good place to start, it shouldn't be the be-all and end-all KPI.
Why CTR Alone Isn't Enough
A campaign's click-through rate tells you how well your ad is able to convince consumers to take the next step. And while this is certainly important, there is much more to the story.