Clickers Are Not Your Converters
How to Measure for Success
Why You Need This Report
Clicks, by themselves, are a deceptive metric for digital advertising success, particularly for display ads. They can derail your strategy and impede growth.
Consider this:
A mere 0.05% of individuals click on a display ad, and nearly half of those clicks are accidental. More critically, fewer than 1.6% of conversions ever involve a click. This reveals a clear truth: your clickers are not your converters. Focusing solely on them means missing out on your most valuable audiences and significant opportunities.
Download this report to learn:
Clicks Obscure the Full Picture of Your Digital Campaigns
In search advertising, clicks are a reliable signal of intent. Users actively seek something, and clicks directly correlate with conversion. Metrics like click-through rate (CTR) and cost per click (CPC) are logical here.
However, in display advertising, clicks are misleading. Display ads engage consumers passively as they interact with other content. A click often doesn't signify interest; it could be accidental or irrelevant. Across all industries, clicks rarely lead to conversion.
It’s time to rethink how we measure display advertising.
