10. You can tell when you’re getting it right.

There's a way to tell if you're on the right path, and it's not by measuring clicks.

I sometimes hear, “If it doesn’t get measured, it doesn’t get managed.” And yes, of course there’s truth in that. Results come from taking note of where you are and moving toward a goal. The only way you know you’re moving in the right direction and how fast is to track the change between now and before. 

But there’s a trap there.

Sometimes you can’t measure something directly, so you have to use some kind of proxy to stand in for the thing you want to know. Maybe you can’t measure exactly how much people are moved to purchase by a given ad, but you can measure how often they click on the digital version of it. That click is a proxy for motivation to purchase. 

It’s not the same thing, but it’s reasonable to think if they click on it, they’re interested in the product and so they’re more likely to want to learn more and to buy what you have to offer, and that grows your business. Right? 

Right?

No, not right. That’s the trap. That click is not a sale. It may not even be interest in what you have to offer.