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Tony Zito
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Clicks
Clicks provide a simple solution to the call for a metric that proves a consumer saw an ad. However, optimizing a campaign around clicks alone oversimplifies things. Clicks prove that consumers saw campaign ads, but they don't prove that the ads influenced shopping behavior. According to comScore, just 16 percent of internet users actually click on ads. Half of those clicks account for 85 percent of the total number of clicks on display ads. This means that in order to optimize the number of clicks to report in campaign analytics, the most effective approach is targeting the 8 percent of internet users who are most likely to click ads, neglecting more than 90 percent of potential shoppers in the process.
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Tony Zito
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