In an effort to predict return-on-ad-spend, the industry has defaulted to clicks and views—holdover metrics from a desktop-only world. Clicks certainly count, but they only tell a fraction of the buyer’s story, obscuring the reality of true intent.
If you want the truth on customer preferences and campaign efficacy, you need the metrics that will help you understand. The seductive click-baits and relentless pop-ups are bred from the way it is: current incentives and short-term profits.
Without proper measurement, we are blind to the vital intelligence that lives before the click: the considering, examining, and comparing. By tracking a full suite of metrics—the swipes, lingers, hovers, scrolls, views, plays, etc.—we now have a picture of behavioral interaction we just haven’t seen before.
46% of brand marketers and 43% of agencies report that "the current metrics (clicks, viewability, etc.) used to measure performance on mobile aren’t effective."