One signal every marketer should pay more attention to

Click optimization rewards a fundamentally compromised signal. Chester Scott, Chief Strategy Officer at Lunio, dismantles the two metrics most marketing teams treat as North Stars—clicks and ROAS—and explains why blended efficiency numbers disguise where spend actually delivers. He makes the case for marginal ROAS as the discipline that exposes diminishing returns across channels, platforms, campaigns, and creative, and reframes how enterprise teams should allocate budget for overall effectiveness. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.