Harry says: For Paid Media, any metric that does not take into account the cost of that media should be ignored, ESPECIALLY CTR. There is a cost to all Paid Media of course, so when optimizing or analyzing any Paid Media campaign only cost-per-metrics should be employed. Such as CPC (for ALL click goal campaigns), CPA (for conversion goals), CPE (for engagement goals). CTR & CPC are usually not positively co-related, so to optimize to CTR for a click goal campaign will actually lead to fewer overall clicks, and in some cases dramatically fewer.
4 engagement metrics that trump CTR
Back to Article
Harry says: For Paid Media, any metric that does not take into account the cost of that media should be ignored, ESPECIALLY CTR. There is a cost to all Paid Media of course, so when optimizing or analyzing any Paid Media campaign only cost-per-metrics should be employed. Such as CPC (for ALL click goal campaigns), CPA (for conversion goals), CPE (for engagement goals). CTR & CPC are usually not positively co-related, so to optimize to CTR for a click goal campaign will actually lead to fewer overall clicks, and in some cases dramatically fewer.
Tuesday, June 23 @ 1:22 pm |