By: Katie Cichowski
What is CTR? Simple. Click through rate. The number of clicks of a digital campaign divided by delivered impressions multiplied by 100 to equal a percent.
Such a popular metric with so much interest, but really what does it mean? It’s definitely not the determination of campaign success. It’s good for benchmarking against various digital tactics, but in this digital day there’s access to so many more metrics then just clicks, that this metric falls low on the totem pole.
Clicking is something most of us try not to do, when we see online ads (with the exception of search). Instead of focusing on clicks, let’s change the focus to some of the more meaningful metrics; view-through rates, new users to site, pageviews, time spent on page and most important, campaign goals.
Does it really matter how many users clicked on an ad if doesn’t result in campaign goals being met? Next campaign, dare not to even look at CTR, but something more meaningful that helps achieve campaign goals. Bet that over-used, old school, metric won’t even be missed!