Marketers no longer have to choose between reach and sales. What has changed?
Summary
The article explains how marketers are moving away from choosing between reach and direct sales outcomes. It highlights a shift toward combined metrics and attribution models that connect upper-funnel and lower-funnel performance. The text points to more active use of post-view, post-click, CPA, CPL, ROMI, and ROI indicators. It also suggests that market conditions and media buying practices in 2024 are pushing advertisers to optimize for both brand impact and conversion efficiency at the same time.
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