NONE: ONLINE-ADS>> Statistics on False Click-Throughs

ONLINE-ADS>> Statistics on False Click-Throughs

Arie Grossman (
Wed, 18 Jun 1997 13:42:51 -0700

We have recently concluded a study of false click-throughs for our clients
and I would like to share some of the more interesting results with this list.

We developed a proprietary tracking system to measure and estimate false
click-throughs resulting from abandoned clicks, stopped clicks, failed
transfers, double clicks, and multiple clicks. All of these are "clicks"
that do not result an actual transfer to the click-through site.

Our analysis of one month's data indicate that average false click-through
rate is about 8% and varies from a low of 4% to a high of 20% for different
campaigns on different days. That is, on average, 8% if all measured
click-throughs resulted in a failure to transfer for one reason or another.

We are currently trying to understand the reasons for this variability,
however, our clients are very pleased because we can save them an average
of 8% of their advertising costs by charging them only for "visits" rather
than click-throughs.

A. Grossman
Why pay for banners? Get targeted, interactive visits for less!

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