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NONE: Re: ONLINE-ADS>> AOL Cache Info/Click-Through Rates
Re: ONLINE-ADS>> AOL Cache Info/Click-Through Rates
Craig Swerdloff (cswerdloff_at_cliqnow.com)
Mon, 9 Jun 1997 09:28:32 -0400
I wonder...if many of the large, commercial sites are
under-reporting by, for instance, 30% of their pageviews
due to caching, if this then throws the click-through average
out of whack. For example, if sites were reporting 4000
clicks on a 100,000 campaign flight, it would be a 4% click-through
for the flight. If AOL boosts that to 130,000, the 4000 clicks
would now translate into a 3% click-through rate. This assumes
caching hides pageviews but that click-throughs have been
measured accurately all along as a script is called outside
the page and measured (not sure if this is the technical explanation
but it's my understanding)
With all of the problems calculating click through rates, why not just
measure performance based on total clicks? A high click-through rate is a
fair way of judging the effectiveness of targeting, however it does not
really do much in terms of selling product. What is really important is
the total number of people that a publisher has driven to an advertiser's
site.
:-)------------------------------------------------lol--------------------------
-------------------(-:
Craig Swerdloff cswerdloff_at_cliqnow.com
CLIQNOW! Sales Group 888/254-0669
(Whole In One Advertising) 212/422-1696
:-)------------------------------------------------lol--------------------------
-------------------(-:
Disclaimer: The opinions expressed in this post are mine and should not
reflect in any way on my employer.
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