Paid media should not be measured using content and UX metrics, at least not as critical "do-we-spend-money" KPIs. When bounce rate is used as a media effectiveness KPI, media buyers start optimizing for traffic that will stick around instead of audience traffic that will convert. Creative teams start designing ads for longer site engagement rather than highlighting clearer value propositions and brand stickiness.

Folks are stripping UTM parameters from URLs thinking it protects their privacy. It doesn't. These parameters just track campaign attribution, not people. Here's what actually matters for online privacy—and why this viral advice misses the mark.