Click-Through Metrics Come Under Fire

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost, 4/25/11

While marketers continue to rely on click-through rates as a primary measure of campaign effectiveness, new research suggests that the metric should be taken with a grain of salt — or completely taken out of the equation.

Indeed, 99% of stable cookies examined by ad network and technology provider Collective show no evidence of clicks. The finding is even more pronounced than an often-referenced comScore study, Natural Born Clickers, which revealed that only a small minority of Web users make up the majority of click activity online.

To conduct its research, Collective said it examined the ad interactions of more than 100 million anonymous user profiles, and over 1 billion ad impressions served in the first months of 2011. In addition, it reviewed the action lift of 100 campaigns, and brand lift reported in 400 campaigns.

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