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Clients demand it, media planners live for it, media sites promise it, and ad servers measure it.
It is, more often than not, the yardstick for our online branding efforts. Of course, what is great about click-through is that it is quantifiable. It looks good on a spreadsheet. It can be tracked. But as more and more sophisticated online marketers are realizing, focusing on click-through as a measure of branding success can be completely misleading.