The Click-Through That May Be Hurting Your Brand – Advertising Age – DigitalNext

Kevin: An interesting article on Advertising Age about click through rates. One thing that's important beyond the narrow focus on this article is that sometimes the easiest to measure statistics aren't necessarily the most important statistics. Indeed, it might say something just about that ease of measurement rather than its relevance. The take-away from this research: "While click-through rates showed a strong positive correlation with interaction rates and brand favorability, only a minor positive correlation could be demonstrated between CTR and purchase intent. "