A couple of years ago, I was doing a Strategic Consulting engagement for a global company that operates in 75 countries. The scope was to build out a Marketing strategy for the next generation of success. I was immensely grateful for this fun and deeply challenging opportunity.

In an early meeting with a sub team, they shared that the primary success of their Marketing campaign was the metric Cost Per Session .

I’d never heard of it. In. My. Life.

And, I had a couple of decades of experience. I’d worked with the largest companies on the planet. I’d authored two bestselling books on Analytics, in multiple languages. I’d helped invent entirely new Analytics tools!!

The only CPS I knew was Cost Per Sale.

Now, there are plenty of poor metrics. Take Impressions & Views. They are so value deficient, I would call them “things” and not metrics.

[ TMAI Premium Subscribers: Please review the invaluable guidance in TMAI #459, #460: Impressions Suck! If you can’t find them, please email me.…