RE: ONLINE-ADS>> Mechanical Clicks

Brian Monahan (brianm_at_mcmahon.net)
Thu, 29 May 1997 11:40:13 -0700

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Our experience has been that completed transfers only amount to 80% of site
reported clicks. To compensate for this shortfall, we structure
performance pricing on a cost-per-visit and not a cost-per-click basis.

The other important variable to performance evaluation is conversion rate.
Keeping an eye on the cost-per-acquisition protects against false
impressions and false clicks.

Kind of makes one wonder why we talk about CPMs -- it just makes the math
harder.

Brian Monahan
Media Supervisor
McMahon & Partners

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