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

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