International Commerce International Marketing Internet Advertising Internet Economy Internet Media Internet Prod. Commentary Online Advert. I think enough has been written about the frustration that planners experience when their campaigns are evaluated on click-through rates.
Most planners find it frustrating when click rates on a campaign are low.
What makes this situation even more frustrating is clients complaining about it when high CTRs are not a primary media objective. We all know that post-click reporting is now pretty widespread. And many of us have seen surprises in our campaign data that show high CTR ad placements converting fewer customers than low CTR ad placements. At that point, many clients and media planners begin to think that perhaps CTR isn't the best measurement of campaign success. We now have other back-end metrics, besides leads and sales, that can be used to measure the success of campaigns.