Clicks Don’t Tell The Full Story

When you see a paid ad, nine times out of ten, you’re probably not clicking on it. Instead, you’ll likely hop over to Google, search the brand name and start your own research.

But here’s the problem – most marketers still think in this overly simplified sequence:

1. User clicks on ad

2. User goes to landing page

3. User converts

It feels logical but it’s rarely how it happens in the real world.

The attribution bias problem

The messy reality of how people respond to ads

Not all advertising triggers an immediate response, and even when it does, the path is rarely direct.

Let’s say you sell high-end office chairs. If somone saw your ad and happened to be in the market for better ergonomics, here’s what might actually happen:

1. They type your brand name into their browser (instead of clicking the ad)

2. Take a screenshot or bookmark it so they remember the brand later

3. Watch the video in-channel but don’t leave the platform

4. Save the ad for future reference

5. Share it with a colleague in Slack who’s also looking for a chair

6. Talk about it over coffee and they decide to Google your brand

7. See your brand again in a YouTube review a week later

8. Finally visit your site via direct traffic and make the purchase

Notice what’s missing?

Clicks.

Your ad is working, but the platform can’t directly measure it. It’s like billboards, or bus ads. They can’t be directly measured, but they put the brand in front of consumers’ faces.

Why this matters for your reporting

If you’re only looking at platform-reported conversions, you’ll underestimate your ad’s real impact. Clicks and conversions are important, but they’re only part of the story.

Your ads might be:

• Creating brand familiarity

• Sparking conversations

• Driving indirect traffic

• Influencing buying decisions weeks or months later

The most effective marketers don’t just optimise for direct clicks – they understand the broader influence of their ads.