Media Life Magazine asked several media execs to answer this question: How do you talk sense to a client who insists on measuring the results of an online campaign based on what sort of click-throughs the creative is getting?
Kerry Guard, senior connection planner at Wong, Doody, Crandall, Wiener in Seattle says, “the key is to first agree on goals for the campaign. Not many clients simply want eyeballs on a web site as efficiently as possible, but if this is the case, click-through rates will suffice. More commonly, our goal is to change perceptions, generate an action, and in the end a sale.”
Melissa Goodis, associate media director at Crispin Porter + Bogusky in Miami says, “data has shown that only roughly 20 percent of ‘conversions’ are click-based. Meaning that the vast majority of value that we see from digital advertising comes from people being exposed to brand messaging and seeking out the brand’s digital presence independently.”
Dean Vegliante, general manager at audience targeting provider Netmining in New York says, “If you’re trying to convince your client that CTR isn’t the right metric for them, don’t focus on the fact that CTR isn’t the right metric. Instead, focus on why measuring things like awareness and lift in intent-to-buy, or engagement metrics like creative interactions, are more valuable.”