How do you measure the return on investment? Joseph Weaver, group director of digital at Media Storm, says every campaign requires a study to figure out the budget and what would it take to overspend. That helps curb spending. Impression-based metrics also help, but don't try and force engagement based on metrics.
"Create a user journey," says Chris Paul, VP, group director of Media at Digitas. "That's how we try and sell it. It's less about the metrics.