Optimization and measurement remain challenging primarily because the actions worth measuring (e.g., product purchase) often are exceedingly rare, not measurable at all, or only partially traceable to the digital identity of the consumer who was exposed to the ad.
As a result, we look for suitable alternative/proxy target variables when data on the true objective is in short supply or even completely nonexistent. In previous research we asked ourselves “is click the right proxy for evaluation and optimization of display advertising campaigns where the ultimate goal is purchase?”
In this research, we asked – “why is the click not a good proxy?”
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