I feel like a lot of people here are really confused about how digital marketing works. I hope I can dispel a lot of assumptions people are making! Yes, there

I feel like a lot of people here are really confused about how digital marketing works. I hope I can dispel a lot of assumptions people are making! Yes, there can be a lot of fraud (not that I've ever seen that much) when it comes to CPC but, clicks most new age marketers aren't that focused on CPC that much anymore. Instead they focus on CAC (Customer Acquisition Cost) which is essentially how much you paid e.g £40000 and how many customers signed up as a result of that channel e.g 150. So, in this case your CAC would be ~£27. This calculation takes everything from fraud clicks, CPC costs, conversions into account. CAC is the first step, next step involves working out the LTV for that specific channel. Finally, the marketer compares the CAC to LTV and the ones with the best ratio are channels we focus on. The reality is most of the time the best channels are digital and targeted. If any would like me to go into detail about how marketers go about targeting people then I can do that too!