Re: ONLINE-ADS>> More on Click-Thru %s

John Schick (jschick_at_netgambit.com)
Mon, 02 Jun 1997 13:29:47 -0500

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> While several folks have already made a number of good points as to why
> quoted click-through ratios are deceptive, I have two more I don't think
> have been mentioned.
>
> 1) Caching:
> While someone on the list pointed out that the caching that takes place by
> browsers and proxy servers accounts for more actual impressions than what
> sites charge advertisers for, caching inversely lowers the click/impression
> ratio.

The following primer at my Ad Resource site consolidates most of the
essential information on traffic measurement and explores everything
that affects click-through measurement positively or negatively. It's
best suited for newcomers and for clients when they are screaming for
answers <G>.

"Web Advertising Terminology, Traffic, Statistics and Usage - A Primer"
http://www.adresource.com/webprime.htm

Regards,

John Schick
http://www.adresource.com - Ad Resource - One-Stop Guide To Over 500 Web
advertising, marketing and promotion resources featuring "Nano-Reviews".

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