From Poynter
A new study conducted by comScore and Pretarget concludes that ad clickthroughs have “virtually zero correlation” with conversions, which it defines as purchases and users’ requests for information. A better barometer of success is whether users see the ad and hover over with the mouse. Here’s how the correlation breaks down, highest to lowest:
- Ad hover/interaction: .49 correlation
- Viewable impressions: .35
- Gross impressions: .17
- Clicks: .01
