Marketing & Advertising · Marketing measurement

Session revenue can't tell you what ads add

In short Revenue per session beats click counts as a yardstick, but only incremental revenue per dollar shows what a channel actually adds, and platform reports can't supply it.

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Paid ChatGPT visits earned 89 cents a session versus $2.45 for paid Google Search, MarTech reports. That's a better yardstick than click volume.

But… it still only counts who showed up and bought.

Some of those buyers were coming anyway, on Google too.

The real test is incremental revenue per dollar, and neither platform's report can tell you that.

If you're setting next year's budget, think twice before you let session revenue be your guide.

Responding to ChatGPT’s paid traffic is worth far less than Google’s, MarTech

Originally posted on LinkedIn →

Topics Marketing measurement · Incrementality · Paid search · Budget planning

Jeff Greenfield

About the author

Jeff Greenfield

Builds marketing measurement platforms, from multi-touch attribution to incrementality

Jeff Greenfield has spent two decades building marketing programs tied to measurable value. In 2008, Jeff built one of the first multi-touch attribution platforms, which earned MRC Accreditation. In 2022, Jeff launched Provalytics, which measures incremental impact across channels without cookies, tags, or user-level data.

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