Having worked in online businesses or online marketing and sales departments, I've personally found online activity measurement to be the weak link - not in the fact of what they should be, as I agree that clicks, viewing time, end-to-end video play are important - but in how that data is acquired.
Saying that clients/users should do
more with the data after it's been found to have some serious issues is besides the point. A full accuracy check is necessary to keep the trust, as it were.
https://www.engadget.com/2016/11/16/facebook-finds-more-exaggerated-ad-data/
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