Ah, the click-through rate. Digital marketing's annoying little brother who still wants all the attention. Here are just some of the "nice" things senior digital marketers had to say about this legendary tracking standard.
Gross rating points
This statistic is complex, confusing, and many times inaccurate when used to determine the audience reached in a specific time period. Some marketers are good at gauging campaign effectiveness by comparing GRPs to sales. But others see much more effective ways to gauge success.
Impressions and CPMs
Impressions and the CPM standard for media buying are as old as digital advertising itself. Some marketers congratulate themselves for just delivering creative into a creative spot. But it's now clear that the real test of a campaign's success occurs after the impression has been served.