230 Paid, Owned, Earned can be dialled up or down on the basis of performance. Much of this happens in real time or semi-real time and, if anything, the difficulties have been in having too much that can be measured rather than too little, especially now that the internet fulfils a large amount of offline advertising too. Writing in Admap in October 2010, Bryan Smith expands on this idea: `The growth of the internet has proved to be a double-edged sword for judging media effectiveness. While providing hard sales response data, it has also made the sales contribution of offline media harder to evaluate as its interaction with, and contribution to, online response has to be measured across an increasingly diverse range of channels.' 5 The problem with just measuring the last click Since the inception of the internet, percentage and number of clicks have been perhaps the key online metrics, predominantly because