“Just because it can be counted, doesn’t mean it counts,” said Tom O’Regan, CEO of Madison Logic in a recent IAB study. “As you rise up the scale of performance measurement tactics, you find the increasing convergence of both attribution and value.” These are incredibly wise words to live by. There are dozens of performance metrics that we’re capable of tracking. But just because we can, doesn’t mean we should. We are deep inside the epicenter of the information age.