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Did you remember to adjust your click-through rates?

by Claudie Clot, CEO of advancis.com

If you answered that you do not have enough information to make a decision, you are correct. Without taking into account the cost per thousand for each project, comparing click-through rates is completely useless.

The addition of the CPM data leads to a more complete picture. However, in its present form the information is still difficult to compare. By introducing adjusted click-through rates, we can present information we can act on. Adjusted rates simply take into account the CPM of each project, using the highest CPM as the basis for the comparison.


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