According to the latest Jupiter Research and IProspect study, upper management judges search marketing performance on where the company web site is positioned in the search results or overall web traffic before much more relevant ROI numbers.
Guess it is time to educate upper management, or improve rankings for terms that are very industry specific but get no real convertible traffic.
Realistically the numbers show an improving understanding of the industry. 51% look at web traffic, 49% look at search positions but 43% are looking at ROI.
Two years ago the concept of ROI measurement in most cases did not go beyond numbers landing at the homepage.