A short term metric is necessary to allow campaigns to optimize their spend without a long multi-month turn around as conversions are fully tracked and users ac

A short term metric is necessary to allow campaigns to optimize their spend without a long multi-month turn around as conversions are fully tracked and users act upon the ad. While there is risk that the wrong short term metric is chosen (that is not indicative of the real goal the advertiser is trying to achieve), it is not an invalid approach. It is untrue that setting a short term goal will _rarely_ achieve the long term value. Otherwise, the advertiser will throw out that short-term goal since it is flawed.