Advertising works. The only issue is the measurement tools digital advertisers have historically used to track performance and attribution are increasingly ineffective, thus shrouding digital advertising in murky analytics.

Fundamentally, if your CLV exceeds your CAC, you have a scalable acquisition channel. Applied to paid digital advertising, you can spend as much money available to acquire new customers as long as your CAC is lower than your CLV. So this becomes the most important metric to clearly define and track as you scale your acquisition channels.

We have found that most digital advertisers and agencies tend to get overwhelmed and distracted by the multitude of metrics and optimization levers available to digital advertisers.

Good digital advertisers need to be proficient in two complementary skills — assigning performance metrics by marketing funnel location and contextualizing optimizations

have produced my share of advertisements which have been remembered by the advertising world as “admirable pieces of work” but I belong to the third school