Analysis of DataXu campaign data across all sectors reveals a startling fact:
There’s an inverse relationship between the people who click on ads and those who take actions that lead to conversion.
A mix of industry case studies in this paper demonstrate that
- Click-through rate (CTR) isn’t a useful metric for planning campaigns or measuring success
- Clicks and actions are not correlated
- Clicks reveal very little about user intent.
See why marketers simply can’t judge a consumer’s interest by clicks alone.