Out with the old:
In with the new

The case for retiring CTR as a campaign metric

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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.

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