Too often, we as marketers are so bent on showing results for the work we do that we forget the big picture – that the only results that really matter are sales. Clicks, impressions, page views, likes, follows … with today’s technology, it’s easy to measure all kinds of interactions. But you’ve got to be able to demonstrate what you are measuring ultimately impacts what you want your audience to actually do. Measuring clicks is fine. But measuring cash as a result of clicks is much better.