How to Break up with Impressions: 4 Alternative Metrics that Really Matter

Impressions are most definitely not part of the future of measurement. That’s why we’ve updated this popular step-by-step guide on how to give them the boot. This article is part of our special Future of Measurement issue. Here’s a typical PR person’s dream sequence: You: Impressions, we need to talk. Impressions: The four worst words in any relationship. You: That’s just it, this isn’t about relationships. I know we’ve been together for years, but I’ve come to realize that we are just not meant to be together. It’s not that I don’t want a relationship with metrics, I just don’t want a relationship with your metrics. Impressions: I don’t understand why. You: Let’s start with the fact that you’ve been misleading me for years, lying to me about how big you are, your power, and how […]

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