Profitability Provides Us With The Right Answer
(Editor) Before reading any further, answer this question: what would you rather see at the end of the month, an increase in revenue or an increase in profit? In almost every case, the answer is profit.
For decades, Wall Street and the finance industry have used profit as the gold standard for metrics, and yet the success of marketing campaigns is judged on revenue metrics. Revenue is translated to us via a metric we are all familiar with, conversions. Fundamentally, monitoring conversions makes sense,