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This session is for marketers at any level, providing a moment to reflect on how managers and senior leaders measure performance.

We've relied on CTR as a key metric for years, but is it truly the best way to assess the quality of a listing on the SERP? Lottie will challenge the effectiveness of optimising for CTR and using it as a performance benchmark, highlighting why this approach is flawed.

As we move towards more personalised and relevant brand experiences, Lottie will explore why ensuring we answer the right questions for our audience is crucial. Sometimes, messaging that deters the wrong users from clicking can be just as, if not more, effective than driving high click-through rates. Beyond this, multiple external factors influence CTR, making it an unreliable metric for reporting and benchmarking.

Lottie will demonstrate why identifying the right performance metrics is essential for driving sustainable business growth across any channel.

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