Why Clicks Are a Lie: Building Goals-Based Optimisation for B2B

B2B typically lacks the conversion event which feeds adtech optimisation - here is how we can solve that from a product POV

Clicks are the currency of digital media - but in B2B, I would argue that they’re mostly a distraction.

For years, marketers have been trained to obsess over click-through rates, cost per click, and top-of-funnel "engagement." But here’s the problem: clicks don’t correlate with pipeline, revenue, or real intent, especially not in complex, multi-touch B2B journeys.

In fact there’s data that suggests that higher click through rates may inversely correlate, meaning that optimising for clicks can actively work against your goals.

1. The Case Against Clicks in B2B

The traditional logic goes like this: if your ad gets clicked, it’s working. But in B2B - especially in account-based (ABM/ABA/ABX) strategies - that logic breaks down fast.

Let’s start with one of the biggest distortions: account-based campaigns.

When you run a Target Account List (TAL) through programmatic channels, your …