I often have conversations with clients about what their key performance indicators should be for their campaigns. Quite a few times, clients want to use the CTR as the main proxy for performance and I squirm. While I can talk for hours about why this is not a good idea 99% of the time, I wanted to hear the voice of the industry talk about it.
I asked a few friends to write a a few sentences about the famous “click thru rate” and if it should die or not.
While this is August 2010, the debate has been around for the past ten years. I uncovered an article on CNET from 2001 entitled “Is the click-through history?”