It’s so easy to manipulate in digital marketing.
Here’s an example:
Let’s say that you want to increase your website traffic.
Go on Meta’s ads manager, create a new campaign >> Campaign Objective: Traffic >> Conversion Location: Website (at the ad set level) >> everything else targeting related >> create your ad and you’re good to go.
The number of sessions indeed increases on your website instantly (and inexpensively) and if you’d stop here – life is beautiful.
But but but… you check the quality of the traffic – how long did users stay on the website, how many of them engaged with more than one page, how many converted…
And then you find out that these numbers tell a different story.
Numbers for the sake of numbers is not a strategy, definitely not a long term one.
You should care about the entire journey of users engaging with your business online (I’ll keep my rant about customer service for another post), and to do that, you must dig deeper.
That is, if you really want to grow your business and not just numbers on reports.