For marketing managers, talking about measurements of ‘quantity’ in reference to social media marketing campaigns or the web in general is certainly easier, not to mention less uncomfortable, than talking about ‘quality’. But if you think about it – particularly in connection with social media marketing – measuring quantity in terms of the number of clicks or impressions says very little in terms of the results of a campaign. Put simply, they can give an indication of the volume that a campaign has produced but certainly not a measurement of how effective it has been. A recent Forrester research study revealed just this: marketing managers still rely more on measurements of quantity rather than quality. The reason is obvious: it’s easier and more tangible to measure clicks and impressions. The Forrester research study also indicates, however, that growing numbers of businesses are moving towards KPIs that measure the brand engagement of users and brand advocacy in conjunction with more traditional quantitative measures. Only by adopting KPIs for their marketing campaigns that take these qualitative aspects into account, therefore, is it possible to determine their effectiveness. In short, clicks no longer count!