Despite what you may have heard, click-through rates are not the end-all, be-all metric for determining the success of display campaigns. Since the dawn of the digital age, brands and agencies have been obsessing over this simple but useless measurement. So when it comes to tracking and optimizing digital campaigns, what are the metrics we should be measuring? The truth is, there isn’t a one-size-fits-all answer. The question to ask yourself is: What behavior do we want to elicit from the consumer? Engagement is the key, and tracking it for optimization is the challenge.