Sure but the metrics that companies produce after running an ad campaign to see if it was effective do not depend on those pay per click metrics. They will generally look at what the total sales or total amount of engagement with their content was pre and post the marketing campaign. If the number goes up they call it a success and will pay for another ad campaign. I guess the real question is are ad payouts for sites hosting them still generally based on pay per click or other engagement analytics that run after the campaigns are finished. That I am unsure of