According to Vox, “most consumers in the United States know the names of a litany of pharmaceuticals they’ll never come into contact with or need, thanks to the commercials that fill our airwaves day in and day out. Drugmakers spend some $6 billion on direct-to-consumer advertising each year. The ultimate goal is for some people to visit the doctor and ask about them.” But the number of people is getting smaller.

It’s time to stop using worthless online ad metrics. Click-through rates are the most used KPI in marketing, but they are useless. Click-through rates don’t correlate with any meaningful brand metrics. Billions of dollars are “optimized” based on nothing but noise. “One impression’ is one web browser making one server request for one advertisement. Human eyeballs have nothing to do with it, so it’s all useless.