Hi Simon

According to our research last year (see Online Marketing Benchmarks) around 80% of clicks arrive.

2 things I'd add which are worth considering:

1. "Click Fraud". We hear increasing concerns not about actual clicks or actual visits but just *who* or *what* is making those clicks or visits i.e. clicks to visits becomes a bit meaningless if the quality of the clicks is totally skewed by click fraud (armies of students, bots etc...)

2. "Unique" clicks. Ideally we should be looking at unique clicks rather than total clicks as the same person may click twice (double clicks, or re-clicks going backwards and forwards). If you look at total clicks but unique visits (e.g. clicks measured by an ad server and unique visits measured by a cookie-based on-site analytics tool) then your ratio may be skewed.

What % of total clicks are repeat or double clicks (i.e. what is a typical ratio of unique to total clicks)? Don't know for sure (80% again?) but it will no doubt vary by type of click (banner ad vs. PPC ad vs. e-mail clicks etc.) and type of user (experienced vs. novice, loyal vs. prospoect etc.). Anyone else have stats on this?

On 14:20:28 19 May 2004 simona1 wrote:
>Apologies if this is a bit janet and john but...
>I need to get some industry benchmarks for the ratio
>between clicks and visits - ie of 100 people who click on
>a banner ad how many actually arrive at the destination
>site.
>A couple of years ago I saw some data that suggested 15%
>dropoff was pretty standard - due to common sense reasons
>such you changed your mind, the phone rang, you didn't
>mean to click, the site took too long tom load etc
>Does anyone have a view on what an acceptable figure is?
>Thanks