Click-thru rates, one of the most common metrics used to trade online advertising, are significantly undervaluing the brand performance of online campaigns, signaling a need for marketers to use other metrics to gauge the effectiveness of online advertising, according to recent analysis undertaken by Nielsen. Whilst click-thru rates are commonly used as the only metric to gauge the performance of online campaigns, Nielsen’s analysis finds little correlation between online click-thru rates and off-line return on investment.
Click here for the full article: Click-Thru Rates Are Misleading Brand Marketers On Online Campaign Performance | Nielsen Wire.
