Study: Click-through rates a bad metric for marketers

Nielsen and xAd looked at 80 campaigns and found that there are much better ways to measure success.

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If you’ve ever purchased a mobile ad on behalf of your brand, chances are you’ve also obsessed over its click-through rate.

But many marketers are starting to question the value of the so-called “CTR.” An xAd study (conducted by Nielsen) shows that CTR is not a very useful metric.

The study looked at 200 million impressions from 80 campaigns that were run earlier this year. Some key findings from the study, according to Marketing Land:

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