Used to be that clickthrough rates ruled the ad measurement tool box. They were—and perhaps still are—the fundamental way of measuring an online ad’s performance. But times and consumers have changed, and social media is making engagement a lot easier to measure, so clicks are now being judged a bit old-fashioned and not very informative.
RICG has a post outlining two competing positions on the usefulness of clickthrough rates as a measure of marketing ROI. James Burrows argue that they can help create a better picture of an ad strategy's success. But Manu Mathew alleges that the clickthrough rate is dead and has given way to other metrics that track the marketing experience as a whole.
Last month, Google reported that banner ad clickthroughs continue to drop, down 0.09% in 2010, compared to 0.1% in 2009 (see the mashable report here).
So what do you think? Are clickthroughs still relevant? What do they really measure? Are other measures more useful? Please leave a comment or take the poll to the right. --WTP