What's the most overrated marketing metric today?

Click optimization remains fundamentally compromised as a performance marker. Chester Scott, Chief Strategy Officer at Lunio, challenges the metrics most advertisers treat as gospel. He explains why clicks function only as a leading indicator, makes the controversial case against ROAS as a North Star metric, and argues for a shift to marginal ROAS—measuring diminishing returns across channels, platforms, campaigns, audiences, and creative to drive overall effectiveness. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.