Forget Clicks: Why CTR Is a Terrible Metric for Ad Effectiveness
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A review of research showing that click-through rate (CTR) is a fundamentally flawed metric for ad effectiveness. Across 58 display advertising campaigns, targeting models built on clicks perform no better than random guessing at predicting purchases. The key findings: buyers don't resemble clickers, a large share of
•6m read time• From r-bloggers.com
Table of contents
Short practical advice on ad measurement:Long VersionThe core problem: clicks don’t equal conversionsR simulationMethodologyLimitationsWhy clicks became the standardPractical implicationsTakeawaysResourcesSort: