What if Performance Advertising is Just an Analytics Scam?

Advertise to those already primed to buy and you’ll see a phenomenal return on advertising investment without any sales lift. Some are convinced that’s exactly how a majority of so-called “performance advertising” channels work. They don’t boost sales (at least not much), but they unfairly take credit for a huge percentage of sales that would have happened anyway, even if that ad never existed.

Check out Rand’s take on this in his latest post.