Clicks Remain A Worthy Performance Metric

Digital advertising is up 14 percent year-over-year to an all-time high of $17 billion, according to the latest figures from the Interactive Advertising Bureau and PwC US. In fact, “more Americans are staying informed with digital media than with newspapers and radio.

With digital rich-media, mobile advertising, and digital video on the rise, it raises questions: Do clicks still matter? Or should we shift the performance metrics to views and overall brand awareness?

The answer is … clicks still matter. Here’s why:

  • People do click on ads. Try to focus on the sheer number of clicks, which is likely to be in the thousands, instead of the click-thru rate which might be less than 1 percent.
  • Clicks are easily measureable and saying clicks are not important is a way to shed ROI accountability.
  •  A click signifies the ad was engaging. Today, users are pretty savvy to digital marketing and know what they are getting into when they click. So the fact that they still wanted to learn more about that service or product shows a committed interest level.
  • Clicking through to the site allows for one of the most effective forms of advertising – retargeting. This allows the advertising to serve ads to users who have already been to the site. It’s a powerful way to stay engaged with the target audience and to boost top-of-mind awareness.

As digital continues to evolve and become more sophisticated, I believe clicks will still mean something and continue to be a respectable gauge on how a campaign fairs. There is additional merit in the branding value, but moving the awareness needle is difficult to measure. Part of the allure in digital is that it’s easily quantifiable.