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by Ishbel Macleod, The Drum

“Aaron Goldman, chief marketing officer at Kenshoo, suggested that advertisers have the opportunity to maximise clicks by reallocating spend to mobile, and using KPIs to measure success, adding: ‘Advertisers should be assessing the value of mobile clicks in alternative ways because you can’t expect a phone to deliver the same rate of direct online sales as devices with bigger screens that are typically used in the home. It’s imperative to track and optimise conversion events like phone calls, app downloads, check-ins, website registrations, store locators. These are KPIs we should be using to measure the effectiveness of phone clicks.’”

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