If you open a client deck and see "10 million impressions" on the first slide without a business outcome next to it, you are looking at a vanity metric. We banned them from our reporting three years ago, and every client who was initially nervous about losing them has thanked us since.
What replaces them?
Three numbers per campaign: reach among the target segment, cost per qualified action, and downstream business impact (revenue, pipeline, or retention).
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