Whitey - 11:36 pm on Jul 28, 2011 (gmt 0) [edited by: Whitey at 12:14 am (utc) on Jul 29, 2011]
@bw100 - well put, but my point is that they are often translatable. I know business' that take a click rate and translate it statistically to equate to conversion rate averages / or / fulfilment averages, and vice versa, especially when different models have to integrated side by side in a display.
Hotels and business' in general prefer fulfilment revenue ie transactions, but they are having to more and more translate this, because the tracking is starting to get lost. Marketers like Google thrive on muddying the waters so that you have no idea of the true value. You don't know the publising rate, you just accept what Google gives you, and soon you won't know the transaction rate ( depending on where you are in the channel ) beyond a certain level of activity which leads to ever deepening dependance on Google's prime offering of visibility.
Most folks loose accountable control at some point - which is a marketers delight so that he/she keeps control of their job or offering through "spin". Google is in the drivers seat.
[edited by: Whitey at 12:14 am (utc) on Jul 29, 2011]