Likes, impressions, clicks and other woolly metrics.

The effective marketers care pretty much for the bottom line don't they?

If we’re talking highly effective search marketers, success will be measured above and beyond campaign metrics such as likes, impressions, clicks and conversion rates. The outcome should be focused around revenue, profit, or customer value growth.

Of course brand, message, tone and thorough appreciation of the audience is key, no one wants to patronise, alienate or put off either a potential of existing customer, but how often are we forgetting "how much return did I get from that?"

Most businesses in our experience have a budget that have worked hard to create, want every penny spent tactically and get very fed up with lack of results. Sounds very obvious to most of us, but we have been surprised recently by tales of ￡1000's per month spend with little to no results.

Focussing on the money spent, activity produced and revenue in is the only way to keep an eye on marketing returns.

We hate jargon and Google analytic excuses for non delivery, we like the KISS principle and a fair price for a defined return on your money.

Keep it simple stupid.