Paid Social Clicks Surge While CPC Softens

As a journalist who still marks up media plans by hand, I keep returning to one point — Paid social clicks jumped 53% with CPC down 18% — creative quality is doing the heavy lifting.

I am less interested in keynote poetry than in the levers a brand can actually toggle before Friday’s budget meeting.

1. Define the conversion before you scale
2. Separate brand safety from performance tests
3. Compare incrementality, not vanity CTR

Source: Skai. Numbers and product claims above come from that reporting; interpretation is mine.