Posts tagged with 'click-throughs'

The last click measurement isn't going down without a fight

Online advertising has long been measured by clicks. But as advertisers try to make a case for display and branded advertising online, it's become fashionable to discount the importance of the last click-through. Trouble is, it looks like most advertisers are still relying on click-throughs to measure their online campaigns.

According to new survey from Chief Marketer, the click is by far the most important measure of ad performance for online marketers. 60% of those surveyed reported that they rely on clicks to measure ad effectiveness. Less than 2/5 measured overall return on investment (ROI).

And despite the fact that display advertisers have been hard at work trying to discount the last-click through rate as the final say in online measurement, these answers are roughly the same as last year.