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by babs474
4461 days ago
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This problem extends to more than just kids playing around on mobile games. Here is a good presentation from the quantcast guys about the "natural born clicker" problem. The people clicking on your display ad are probably anything but actual potential customers. Clicks is just an easy holdover metric from the paid search side of digital advertising. It doesn't make sense in the context of early funnel ads. You need to measure the effect your display ads are having on your purchasing endpoints. Which is what the whole cross channel attribution industry is about. [1]http://www.slideshare.net/hardnoyz/display-ad-clickers-are-n... |
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