Attention Without Action: Why Marketing's Engagement Metrics Miss the Point
Source: Article Archive
Marketers have optimized for the wrong metric. Stopping scroll-based attention no longer correlates with purchase intent or brand recall. Campaigns win eyeballs but lose conversions. eMarketer's data likely shows high engagement rates—views, watch time, clicks—don't predict downstream business outcomes. Teams now face pressure to rebuild attribution and ROI models built on vanity metrics. Brands will shift spending toward channels with proven conversion paths or redesign how they measure what "working" means.