But how will we track it?

I recently saw a popular post on LinkedIn that said “To kill a great marketing idea in six words or less, just ask ‘how will we track it?’“

Initially, it sounds like a valid thought. If you can’t track it, why do it?

Tracking can be quite important, and we track all that we can, but it can lead to bad decisions. Rather than choosing the direction that is best, we often resort to choosing the direction that is easier to track.

It’s related to the idea of lift vs attribution. It’s convenient to only do things where you can track the attribution all the way through, but you’ll often miss great opportunities if you focus too hard on that.

Track everything you can, for sure, but don’t let that be the deciding factor on for your next marketing idea.