It’s worth mentioning that the metrics listed are not only capable of overestimating ROI, but also underestimating — which is to say, impressions could fail to

It’s worth mentioning that the metrics listed are not only capable of overestimating ROI, but also underestimating — which is to say, impressions could fail to result in a sale, but the user notes the brand and later makes a purchase I’m not in marketing so I could be wrong, but my opinion is that most of the statistics in this field are fundamentally flawed, but that’s OK because the goal of the statistics is to influence decision makers, not to draw sound conclusions