Clicks and relevant metrics have long served as a benchmark for advertisers to assess the efficacy of digital ad campaigns. Digital advertising has undergone significant transformation since the creation of the first banner ad campaign in 1994, which boasted an impressive click-through rate ranging from 40% to 50%[2], however around 85% of internet users no longer engage with banner ads by clicking on them[3]. As such, data and programmatic expert Crimtan is considering whether advertisers should still be relying on metrics such as clicks, or are there alternative, more accurate measurements?

The focus should not be on clicks as not all users interested in a brand will click on its ad. With industry research revealing that post-click conversions account for less than 10% of all conversions[4], it is evident that relying solely on clicks may not provide an accurate representation of an ad campaign’s effectiveness.

Crimtan has identified alternative measurements advertisers should consider. With the modern attention-span getting shorter, Crimtan’s attention time tool measures the duration a user engages with a digital ad, factoring in behaviour such as scrolling and tab-switching. The tool not only can track how long a user stays on a webpage, but also how long an ad remains in view.

It is not only tracking digital ads that is important, but understanding how a brand bridges the gap between the online and offline customer journey is imperative. Footfall analysis reveals the impact of online ad interactions on offline actions, shedding light on key insights such as user demographics, most-visited stores, time spent in-store, and more.

It is not only conventional metrics of clicks and conversions that advertisers should be measuring, but also the insights into the true impact of campaigns on brand perception. A brand uplift study can assess whether an ad campaign enhances interactions with a brand, offering valuable insights into improvements in brand awareness and positioning among both new and returning customers. Furthermore, with campaigns frequently spanning multiple channels, it can be challenging to attribute impact to each channel under a last-click attribution model. Halo effect analysis seeks to understand how each advertising channel contributes to attracting valuable customers by looking at each channel’s role in a complete and thorough way.

Andy Houstoun, Chief Commercial Officer at Crimtan, said: “Clicks have long been a go-to metric for advertisers, but in today’s digital landscape, they might not tell the whole story. With the majority of users not clicking on ads, it is vital for advertisers to explore alternative measurements that offer a more accurate view of campaign effectiveness.

“At Crimtan, we specialise in providing comprehensive insights into these critical metrics and offer a range of sophisticated tools to delve deeper into the true impact of your ad campaigns.”

With the overwhelming majority of users no longer clicking on ads, Crimtan believes that it is imperative for advertisers to embrace alternative measurements that provide a more accurate and holistic view of campaign effectiveness.

To find out more, visit: https://www.crimtan.com/

[3] https://hbr.org/2015/03/is-social-media-actually-helping-your-companys-bottom-line