Від клацання до значення: новий рубіж платного управління трафіком

Investment in sponsored links has never been so high and so challenging. In recent years, the cost of paid media has skyrocketed, forcing businesses of all sizes to review their digital marketing strategies. According to a report by the IAB in partnership with PwC, in the United States alone, spending on digital advertising reached US$258.6 billion in 2024, a 14.91% increase compared to the previous year. This surge in investment highlights the need for more precise measurement of the results achieved.

Simultaneously, changes to privacy policies, such as the phasing out of third-party cookies and stricter laws in various countries, are transforming how campaigns are measured. An Advertiser Perceptions study indicates that these regulations are already hindering companies' ability to confirm if a purchase was made by a new or returning customer, limiting value attribution and campaign optimisation.

For marketing and business strategy specialist Frederico Burlamaqui, this scenario demands a shift in mindset: "Simply assessing campaign success based on click volume is no longer enough. The true value of traffic management lies in connecting investment to strategic indicators such as CAC (Customer Acquisition Cost) and LTV (Lifetime Value). These metrics reveal whether the operation is growing sustainably."

High costs and new challenges

The continued rise in media costs also puts pressure on planning. In some segments, the cost per click has increased by over 20% in the past year. Market projections show that the global growth of digital advertising is expected to slow to just 2.2% in 2025, due to economic uncertainties. "Paid media inflation forces managers to understand the entire funnel and measure not only conversion, but also the quality of the customer acquired," Burlamaqui emphasizes.

Automation and the Limits of AI

Automation tools and artificial intelligence – increasingly present on platforms like Google Ads and Meta Ads – promise to optimise bids and targeting almost autonomously. However, experts warn of the limitations of this automation. "AI can suggest paths, but strategic vision still needs to be human. Only the manager understands nuances like brand positioning, campaign timing, and creative adjustments that make sense for the business," explains Burlamaqui.

Recent academic research confirms this challenge: "privacy-preserving attribution" models, designed to comply with the LGPD and global standards, often introduce biases and hinder accurate conversion measurement. This reinforces the need to balance technology and human analysis.

Diversification of channels as a strategy

Another key point is diversification. Relying solely on Google and Meta can be risky in such a dynamic environment. Social commerce, programmatic media, and even new formats on marketplaces and digital influencers are emerging as alternatives to reduce costs and reach audiences in a more targeted way. "We're living in the era of performance marketing 2.0. The click is just the beginning; what truly matters is transforming traffic into real value for the business," concludes Burlamaqui.