July 12, 2002 at 2:16 PM
Rob Graham said it best when he said "so what?" ...in his article "Click-Through Equals Effectiveness?" he talks about online ad metrics and what they really mean. This is something that has been worrying me of late. I monitor web traffic on my companie's Intranet and Internet sites; these reports are used as a determining factor in success of projects such as applications or documentation releases. I find that most people still can't distinguish between the metrics. No one on the management level really knows what the difference is between a hit, visit, or an impression, much less what a click-through really means (or does not mean) to ROI. Facts are facts, stats are just... well, stats. Use sales figures as metrics to effectiveness and use click-throughs as toilet paper.