The click is not just the wrong measure for branding. It’s the wrong measure for performance as well. In a great piece about the inadequacy of the click as a metric, Gregory Dale, COO of comScore details how click counting is the wrong way to measure the success of an awareness campaign: “Don’t use clicks

In the beginning there were page impressions. The web was understood as a better version of television. How many times was the ad shown and to how many people? “We can track that in a way we can’t with TV. Fantastic!” From that, CPC evolved…”Whoa. Hey. We can measure how many people interact with our