Although counting digital ad "clicks" today remains most advertisers' yardstick, Facebook's Gokul Rajaram told an audience at TechCrunch Disrupt, "there's really no correlation between clicks and whether people actually convert."
Rajaram suggested that digital ads should not be judged by today's measurement model, but by how they build brand awareness slowly over time.
"We need to move towards a more sophisticated, multi-touch model and figure out how to accrue value at each touch point," he said.
Plus ça change.
