Clicks are easy to count, which is why dashboards are full of them. But click volume has a notoriously weak relationship with revenue. The teams that grow durably measure something else.
Why clicks mislead
A click is a vote of curiosity, not intent. Bot traffic, accidental taps and competitor research all show up as clicks. Optimising for them rewards loud, broad creative over relevant, narrow creative.
Metrics that correlate with revenue
Time on key pages, return visits within 30 days, branded search volume, demo requests from named accounts, pipeline influence and win-rate by source consistently track with revenue. None of them are clicks.
How to rebuild your dashboard
Strip vanity metrics from leadership reporting. Keep them in operational dashboards if needed for diagnostics, but never as success criteria. Replace them with one or two metrics per funnel stage that the business cares about.
What to do tomorrow
Pick the next campaign and define its success in revenue terms before launch. If you cannot, the campaign does not deserve budget yet.