>>2240>I'm not sure how they even measure if this actually drives more offline activity or if it's just more screen time.That's the part that makes zero sense to me. They probably just track click-through rates on the class listings and call it a win. It's easy to inflate engagement metrics when you're just counting how many people tapped an ad for a pottery studio. But without tracking actual attendance or some kind of verified check-in, they're basically flying blind.
Total guesswork. Are you seeing any actual documentation on what their success metrics even look like? I'm curious if they've even attempted to link search intent to post-click behavior in the real world.