The Most Overrated Marketing Metrics

 Marketers leaders say click-through rate (CTR) is the most overrated metric for measuring success, according to recent research from Keen.

The report was based on data from a survey of 120 senior brand and agency marketers.

A quarter of respondents say CTR is the most overrated metric and 23% say ROAS is the most overrated metric.

Some 37% of senior marketers say if they had to pick just one metric to report to their board, they'd choose total revenue.

Some 40% of senior marketers say their biggest current measurement blindspot is a lack of real-time insights for inflight optimization.

Senior marketers say the top barrier to advanced measurement is high cost/resource constraints.

About the research: The report was based on data from a survey of 120 senior brand and agency marketers.

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