Refunds are a proxy for regret your marketing should measure

Everything is clickbait these days in marketing. The most common type of ads you will see perform really well on Meta and LinkedIn are predominantly those that have lesser to do with the product/service being sold and more to do with the clickiness of the ads. Campaigns get measured in CTR, CPC, Costs and ROI but they miss a very important consideration - regret. My conclusions has always been that honest campaigns - one that provide and deliver on value promised - tend to have least regret and thus refunds.The hypothesis and line of thinking is very simpleMarketing makes claims about valueValue is only real if it continues beyoind the initial transactionRegret is the strongest signal that the claims were not real and the value manufacturedRefunds are generally measurable expression of regret.Therefore, while marketing managers rarely look at refunds and often classify them as customer service problem - you should consider refunds as a strong marketing integrity problem.If you produce…